Ch7NOTES - Culturally Informed Research Among Latinos Nov 3...

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Culturally Informed Research Among Latinos Nov 3
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Introduction Because subjective culture is largely invisible, the marketer needs to make extra efforts to uncover the internal reality of the consumer. The perceptions of the marketing message encoder The perceptions of the Hispanic consumer message decoder ADV3410 - Hispanic Marketing Communication Fall 2011
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Variables to consider before embarking in a research project Researcher’s approach o Emic vs. Etic Research method o Qualitative vs. Quantitative Language ADV3410 - Hispanic Marketing Communication Fall 2011
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Researcher’s Approach An "emic" marketers wants to better understand a culture on its own, independent of other cultures. An "etic" marketer would feel much better if he or she could conclude how diverse cultures are. Most likely the etic and emic approaches need to coexist. ETIC EMIC ADV3410 - Hispanic Marketing Communication Fall 2011
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The Issue of Language in Research Translation and adaptation of instruments Methods: Cultural Adaptation and Transculturation Back Translation ADV3410 - Hispanic Marketing Communication Fall 2011
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Marketers and market researchers usually find this step to be one of the most difficult moves when confronting research in a new culture. Quantitative Used to test hypotheses and obtain data that can be generalized to target populations. Qualitative Conducted when the marketer needs to obtain in-depth insights and hypotheses about the nature of the consumer. Research Method ADV3410 - Hispanic Marketing Communication Fall 2011
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on the objectives, the desired rate of return, and the representativeness of the approach.
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This note was uploaded on 03/26/2012 for the course ADV 3410 taught by Professor Antonietareyesechezuria during the Fall '11 term at Florida State College.

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Ch7NOTES - Culturally Informed Research Among Latinos Nov 3...

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