Hispanics 'Give Higher Ratings in Surveys'

Hispanics in the US, especially those who are more recent arrivals, give higher ratings in product surveys than their non-Hispanic counterparts, according to a study designed by Jeffry Savitz, President of Savitz Research.

Dallas-headquartered Savitz Research offers a bilingual/bi-cultural research division created to help clients understand and address the special needs of the Hispanic market.

In his study, Hispanic and non-Hispanic respondents were asked to assign a numeric value to five rating labels - excellent, very good, good, neither good nor poor, and poor.

Using a scale of 0-100, with 100 being the highest, it was found that Hispanics were consistently giving higher marks to each label (except in the case of 'poor') with an average difference of 5.9.

Savitz, who is also Professor of Marketing Research at the University of North Texas, says that the results have significant implications on multicultural advertising and marketing, as well as on which products and services should be offered to Hispanics.

'Hispanics are taught from an early age that it is in poor taste or inappropriate to openly criticize or berate when asked their opinions,' Savitz explains: 'More research is needed to measure the effect of the 'cultural lift' on various categories and other factors.'

Web site: www.savitzresearchsolutions.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.