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ThinkNow Research wanted to measure how U.S. Hispanics rank commonly held Cultural Values and compare the rankings across various Hispanic segments to see how they differ from each-other.
Roy Eduardo Kokoyachuk, Partner, ThinkNow Research, conducted a similar study in 2003 as part of a Master’s Dissertation at Cal State Los Angeles. That research was also presented at the 2003 ARF and AHAA conferences in association with Garcia Research.
The topline findings of that study were used for comparison to the 2013 findings to see if there has been a shift in the ranking of Cultural Values by U.S. Hispanics over the past 10 years.
In this study, you will learn the importance of the following values among U.S. Hispanics:
To be surrounded by friends & family
Respect for elders
Morality & decency
Equality of the sexes
Having control over my time
Community with other
Control over my destiny