Join us to learn and contribute to the discussion about our ethical responsibility to underrepresented and marginalized communities and how we, as researchers, can commit to diversity, equity and inclusion through actionable frameworks.
It would appear that the world is in the throes of another age of mass migration. Today, 190 million people live outside the country of their birth. Societies are becoming multicultural in a way that they have never been before. For marketers and researchers, the need to reach and understand the great variety of ethnicities in the developed countries of the world poses issues of considerable delicacy. It is as important to think in-culture at the design stage and to understand the role of culture in the analysis stage as it is to be familiar with the effects of question order bias or wording bias. Research in an era of ethnic diversity requires skill, knowledge and sensitivity beyond the norms of yesteryear. But without training in the basic skills of good research combined with intelligent career development, we will struggle to achieve even those results.
Private companies and public institutions increasingly want research programs that focus on ethnic and religious minorities. Companies want to tailor their offer to specific target groups and institutions aim to combat discrimination although some politicians do not rule out so-called positive discrimination for minorities. Identifying people within a specific ethnic or religious group is not easy. We normally have three classifications: immigrants, ethnic minorities and religious minorities. These terms may be defined and interpreted differently depending on the language and country involved, which is why it is crucial for the research industry to agree on unambiguous and globally valid definitions. The work of the EU Agency for Fundamental Rights (FRA) could be helpful in this respect.
The computer age has dramatically changed the way we communicate, exchange information, and conduct commerce. Much the same way the telephone connected people around the world, the computer and the Internet will wire the world. However, computer ownership and Internet access have widened the divide between haves and have-nots. This well-researched divide does not solely exist based on socioeconomic determinants, but also on generational and cultural factors. Utilizing Cultural Access Group's Language Segmentation scheme, this paper addresses the issues described above and provides profiles of different Hispanic market segments, not only in terms of wired versus non-wired Hispanic households, but also acculturation, socio-demographics, and technology usage. Findings will help marketers and advertisers as well as social researchers better understand and access the growing U.S. Hispanic market segment.
This paper describes the media behaviour of six ethnic groups in the Netherlands with regard to cultural acceptance levels. The groups are made up of Turkish, Moroccan, Surinamese, Chinese, Antillean and Moluccan people aged 18 years and older. The results are based on a quantitative study carried out in 1998 and reported in 1999, and also the results of a 1997 study carried among Turkish, Moroccan and Surinamese youngsters, aged between 13 and 17 years.
This paper discusses what some cynics in the United States call the Internet, the World White Web. Much has been said about the perceived American stereotypical netizen: is Caucasian, upper-income, and college-educated. Is the Internet about race, is it segregation in cyberspace or like America, is it becoming a digital melting pot?
This paper describes how community-based and ethnographic marketing research have been used as the basis for community-based marketing strategies. These approaches are particularly important for the study of ethnic sub-communities because they address several deficiencies of current ethnic marketing research methodologies. Synthesizing several American case studies, the report reflects on the general principles which may be gleaned from these experiences, including the tactics and objectives that must guide community-based research.
African American and Latino urban youth represent a culture that is oppositional to the values, norms and institutions of mainstream culture. They spend time attempting to differentiate themselves from mainstream culture in exchange for identification with and acceptance from their peers. This paper examines the most effective ways to reach and market to urban minority youth by describing the reality of urban youth life, and providing an overview of African American cultural influences, to illustrate how these factors can be used in developing marketing campaigns. Included are some of the approaches used in several of MEE's previous ethnic marketing campaigns.
For the first time ESOMAR is holding a Conference on Ethnic Marketing. Delegates will examine the rich dynamic cultural heritage with ethnic communities bring to society as whole, resulting in cultural behaviour which is absorbed, and which democratises life styles and attitudes and produces fountains of creativity.
For reasons of clarity I limit the illustrations in this paper to culturally and linguistically different groups. The emphasis is on the comparison between the autocton Dutch and the Mediterranean group. Within the last population a distinction can be made between Islamic (Turks, Moroccans) and non-Islamic (Italians, Spaniards, Portuguese) minorities. In this paper the possibilities and pitfalls involved in surveying ethnic minorities will be illustrated.
This paper addresses the problems associated with using rating scale techniques in cross-cultural research. The objective of the study was to assess which of four types of rating scale (verbal, numerical, visual and graphic line) was the most appropriate to use among English, Afrikaans, Coloured, Indian, Xhosa, Northern Sotho and Zulu respondents.
Although I wish to draw on research into ethnic minority groups for examples to demonstrate the hypotheses I wish to put, I see no reason why the same hypotheses need not apply equally to many other aspects of public sector social research. The background of my paper is that in a period of increasing unemployment in Western Europe, there are many countries which have a significant proportion of their population from ethnic minority groups. Amongst these minority groups there are often problems which arise either from unemployment or from under-employment; from conflicting cultural backgrounds, or from a tendency to live often in near ghetto conditions in the larger towns and cities. Survey research in this context has a dual function. The first is to establish and to demonstrate facts, particularly in a country which has not yet come to terms with the need to identify in its census the ethnic background of its population.