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Cultural values are shared beliefs among members of a cultural group that govern the actions and decisions of group members. Even though U.S. Hispanics hail from 20 different countries, many share similar cultural beliefs.
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.