Thinknow research-hispanic-research-scales

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Thinknow research-hispanic-research-scales

  1. 1. Hispanic Omnibus: Wave 6 2013 Using Scales in Hispanic Survey Research Presented by:
  2. 2. Research Methodology  ThinkNow Research conducts an Omnibus survey of Hispanic consumers several times per year. The quantitative survey is made available in both English and Spanish with respondents recruited from a research panel.  Survey Qualification Criteria:  Age 18+  Describe themselves as Hispanic or Latino.  For this research exercise, the Hispanic Omnibus was augmented with a Control of nonHispanic U.S adult residents.  To insure a consistent and representative sample of U.S. Hispanic adults in each wave of the Omnibus, quotas are set with respect to:  Gender  Age  Region  Language normally spoken at home.  The Omnibus survey completed in July 2013 is a sample of 775 Hispanic consumers, including 300 who speak Spanish primarily, 300 who are bilingual and 175 who speak English primarily.  Survey margin of error: +/- 3.5% at the 95% confidence interval. 2
  3. 3. Research Design To better understand how questionnaire design influences ratings of importance, consumers were asked a short series of questions about what is important to them when shopping in a retail store. 3
  4. 4. Research Design  First, the sample was divided randomly into two groups.  Group A was asked to rate five factors on a traditional five point Likert scale ranging from “not at all important” to “very important.”  Group B was asked to rate the same factors using a two-step approach. First, respondents rated each item as either “important,” “unimportant” or “neither important nor unimportant.” Second, respondents were asked to differentiate “important” into “very important” or “somewhat important” and “unimportant” into “somewhat unimportant” and “not at all important.”  Group A and Group B responses are then compared.  Lastly, respondents were asked to rank the same five factors using a short series of simple questions asking them to pick the “most important” or “least important” factor from a list, yielding a rank assignment for each factor. 4
  5. 5. Executive Summary 5
  6. 6. Key Research Findings  The two-step branched Likert scale yields results closer to what is achieved through a ranking exercise.  Using the traditional Likert scale, one would conclude that low prices are the least important factor among the five rated among Hispanic consumers. However, the two-step rating sequence and the forced rank sequence of questions would lead to the conclusion that quality merchandise is the most important factor followed closely by low prices.  For non-Hispanic consumers the two-step rating sequence also yields results more consistent with a ranking question, although the risk of reaching a substantially different conclusion is not as severe as appears to be the case among Hispanic consumers. 6
  7. 7. Survey Results: Rated Importance by Question Design 7
  8. 8. Ranked Importance: Non-Hispanic  Quality Items and Low Prices ranked as the Top 2 most important factors for Non-Hispanic retail shoppers. Non-Hispanic Ranked Preference Quality items 29% Low prices 64% 37% Wide selection 13% Customer Service 10% Store cleanliness 9% Most Important 60% 31% 23% 22% 2nd 3rd 4th Least important Top 2 Box 8
  9. 9. Scale Comparisons: Non-Hispanics Ranked Preference Quality items #2 29% Low prices 64% 37% Wide selection Customer Service #5 13% 10% 23% Store cleanliness 9% 60% 22% Most Important 31% 2nd Top 2 Box Branched Likert Scale Quality items #2 79% Low prices 71% Wide selection 89% 66% Customer Service #5 89% 86% 68% Store cleanliness 58% Branching Likert Scales yields results that maintain the same relationships among measured attributes as rankers 85% 80% Likert Scale Quality items 63% Wide selection #3 53% Low prices 85% 56% Store cleanliness Very (5) 87% 60% Customer Service #5 88% 85% 53% Somewhat (4) 83% Straight Likert scales can produce distorted relationships among attributes Top 2 Box Q: When shopping at a physical store, how important to you are each of the following factors? / Q: Please tell us which of the following factors you consider to be most important to you personally. Base: n=404 non-Hispanics 9
  10. 10. Ranked Importance: Hispanic  Hispanics also ranked Quality, Price and Selection as their Top 3 retail factors.  Store Cleanliness rises from the 5th position to nearly tying for 3rd. Hispanic Ranked Preference Quality items 28% Low prices 27% Wide selection Most Important 48% 18% Store cleanliness Customer Service 55% 37% 16% 11% 2nd most important 36% 25% 3rd most important 4th most important Least important Q: Please tell us which of the following factors you consider to be most important to you personally. Q: Of the remaining factors, which is least important / more important than the others / less important? Base: All Hispanic respondents (n=775). Top 2 Box 10
  11. 11. Scale Comparisons: Hispanics Ranked Preference Quality items #2 28% Low prices 55% 27% 48% Wide selection 37% Store cleanliness 16% 36% Customer Service #4 18% 11% Most Important 25% 2nd Top 2 Box Branched Likert Scale Quality items #2 75% Low prices 68% Wide selection #4 63% Store cleanliness 65% Customer Service 62% 85% 82% Hispanics rate attributes differently, however, branching Likert Scales yields results that maintain the same relationships among measured attributes as rankers 81% 78% 75% Likert Scale Quality items Wide selection #4 64% 51% Store cleanliness Low prices Very (5) 83% 62% Customer Service #5 84% 82% 57% 48% Somewhat (4) 82% Straight Likert scales can produce distorted relationships among attributes 75% Top 2 Box Q: When shopping at a physical store, how important to you are each of the following factors? / Q: Please tell us which of the following factors you consider to be most important to you personally. Base: n=775 Hispanics 11
  12. 12. Appendix: Sample Profile 12
  13. 13. Sample Profile Male Female Hispanics n=775 50% 50% 48% 52% 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 or older Mean age Median age Language Spoken at Home: Spanish only Spanish mostly Spanish and English equally English mostly English only Survey completed in Spanish: 37% 35% 15% 7% 5% 2% 31 29 30% 24% 16% 14% 11% 4% 36 33 8% 30% 39% 12% 10% 100% 19% Region: New England 2% 4% 11% 13% East North Central Age: Hispanics n=775 NonHispanic n=404 Middle Atlantic Metric NonHispanic n=404 8% 15% West North Central South Atlantic East South Central West South Central Mountain Pacific 2% 16% 2% 19% 10% 30% 7% 20% 6% 11% 7% 17% Hispanic Origin: Mexican American Mexican Puerto Rican Cuban South American Central American Dominican 36% 32% 15% 9% 8% 7% 5% N/A N/A N/A N/A N/A N/A N/A Metric N/A 13
  14. 14. Sample Profile Metric Hispanics n=775 NonHispanic n=404 Marital Status: NonHispanic n=404 None Grade school Some high school High school graduate Some College, but no degree Trade or technical school Graduated 2-year College Graduated 4-5 year College Post Graduate Degree 1% 2% 5% 22% 22% 4% 12% 25% 8% 0% 0% 8% 25% 26% 6% 11% 18% 7% Employment Status: Employed (net) Work full-time Work part-time Self-employed/owner Full-time Homemaker Retired Student, not employed Currently unemployed Unable to work/Disabled 69% 47% 17% 5% 6% 3% 11% 8% 2% 56% 37% 12% 7% 8% 8% 9% 10% 8% Metric Educational Attainment: Married Single Living with partner Separated/divorced Widowed Prefer not to answer 44% 40% 7% 6% 2% 2% 35% 43% 9% 11% 1% 1% Average household size 3.5 2.9 No children <18 present Any children < 18 present 40% 60% 63% 37% Born in the U.S. Moved here Average years in the U.S. Hispanics n=775 72% 28% 24 95% 5% 35 14
  15. 15. Sample Profile Metric NonHispanics Hispanic n=775 n=404 Metric Cultural Identification: Hispanics n=775 NonHispanic n=404 Household Income: Much closer to Hispanic/Latino 29% 1% Less than $10,000 7% 7% Somewhat closer to Hispanic/Latino 20% 0% $10,000 to less than $20,000 10% 7% Equally close to both cultures 34% 6% $20,000 to less than $30,000 13% 15% Somewhat closer to U.S. Culture 8% 10% $30,000 to less than $40,000 12% 11% Much closer to U.S. Culture 9% 82% $40,000 to less than $50,000 11% 10% $50,000 to less than $60,000 10% 14% $60,000 to less than $70,000 5% 8% Overall Media Language Preference: Spanish only 5% 0% $70,000 to less than $80,000 6% 5% Spanish mostly 17% 0% $80,000 to less than $100,000 8% 6% Spanish and English equally 41% 2% $100,000 or more 13% 8% English mostly 21% 8% Prefer not to state 6% 8% English only 17% 89% Mean $64k $57k Median $44k $46K Acculturation: Low Acculturation 15% N/A Medium Acculturation 70% N/A High Acculturation 15% N/A 15
  16. 16. CONTACT INFO: 2100 W. Magnolia Blvd. Suite A-B Burbank, CA 91506 Main Phone: 877-200-2710 Mario X. Carrasco, M.A. 818-843-0220 x101 mario@thinknowresearch.com Roy Eduardo Kokoyachuk, MBA 818-843-0220 x102 roy@thinknowresearch.com
  17. 17. Scale Comparisons Hispanics Non-Hispanics Likert Scale Likert Scale Quality items 64% Wide selection Customer Service Low prices 4 48% 3 2 Low prices 82% 57% Wide selection 82% 62% Quality items 83% 51% Store cleanliness Very (5) 84% Customer Service 75% Not at all (1) Important/Top 2 Box Branch Sequence 63% 53% 4 87% 60% 85% 56% Store cleanliness Very (5) 88% 85% 53% 3 2 83% Not at all (1) Important/Top 2 Box Branch Sequence Quality items 75% Low prices 68% Wide selection 63% Store cleanliness 65% Customer Service 62% 85% Quality items 82% Low prices 81% 79% Wide selection 78% 75% Ranked Preference 71% 66% Customer Service 89% 86% 68% Store cleanliness 89% 85% 58% 80% Ranked Preference Quality items 28% Low prices 27% 55% Quality items 48% 29% Low prices 64% 37% Wide selection 18% 37% Wide selection 13% Store cleanliness 16% 36% Customer Service 10% 23% Customer Service 11% Store cleanliness 9% 60% 22% Most Important 2nd 25% 3rd 4th Least important Top 2 Box Most Important 2nd 3rd 31% 4th Least important Q: When shopping at a physical store, how important to you are each of the following factors? / Q: Please tell us which of the following factors you consider to be most important to you personally. Base: All respondents (n=775 Hispanics, n=404 non-Hispanics). Top 2 Box 17

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