Interested in Hispanic marketing or research? You will want to make time for this one-hour live web-cast on November 2 with Rose Marie Garcia Fontana, a qualitative research specialist in this area. Details below:
When: Wednesday, November 2nd, 12:00 - 1:00 pm Eastern Time
Q-Casts are a free educational service offered by Qualitative Research Consultants Association. Register to attend at: http://www.qrca.org/QCastRegistration.asp
Hispanic Qualitative Research: Second language barriers and opportunities
by Rose Marie Garcia Fontana & Carlos GarciaThis presentation will explore the barriers and opportunities of adapting qualitative research to the US Hispanic market. This session will provide valuable insights about the unique issues surrounding research with and for the Hispanic market.
Cultural and language differences will be discussed during the Qcast, and suggestions for adapting the entire research process will be covered. Case studies will be used throughout the presentation to illuminate the importance of using culturally appropriate research techniques with Hispanic respondents. Information on how to adapt study design, market selection, screener development, recruiting, discussion guide development, moderating, analysis and presentation of results will also be covered.
Participants will leave with an understanding of ways to ensure that research results can be understood within a Hispanic frame of reference, and how to maximize opportunities to reach the growing market segment of 41 million Hispanics. The economic clout of U.S. Hispanics is significant- they are estimated to have more than $650 billion in purchasing power, and that figure is expected to top $1 trillion by 2008. (LA Times, Josh Friedman) Learning more about how to reach this important group of consumers is in the best interests of anyone involved in marketing, advertising, and market research.
Rose Marie Garcia Fontana, PhD. is an independent consultant, working in the areas of General and Hispanic Market Research. She has served as a senior research associate for Garcia Research Associates, a market research firm located in Burbank. As a freelancer, she has worked for a wide variety of advertising, branding, and market research firms. Dr. Fontana has over thirteen years of experience in General and Hispanic Market Research as a focus group moderator and researcher, conducting in-depth interviews and ethnographies for universities, school districts, community non-profits, and federal agencies.
Carlos Garcia is an accomplished professional in both qualitative and quantitative research and a successful entrepreneur. Prior to founding Garcia Research Associates, Inc. in 1990, he directed the quantitative divisions of two minority marketing research firms. Mr. Garcia also held the position of Research Manager with Maritz Marketing Research in their Los Angeles office.
