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Hispanic Market Research

People of Hispanic or Latino descent makeup 25% of Arizona's population, more than double the U.S. average, according to 2000 Census figures (up from 19% in 1990). As expected, a vast majority report being Mexican (21% of total population). The percentage of adults who are Hispanic or Latino is 21%. Over the past few years, it has been increasingly important to properly represent Hispanics in general population research studies. The Hispanic community is diverse and more and more studies we conduct are intended to help our clients better understand the varied needs of this segment of our society.

WestGroup has taken the following actions to keep our research culturally sensitive:
· WestGroup maintains 10% to 15% of our interviewing staff as bilingual interviewers.
· WestGroup offers respondents the option of conducting interviews in Spanish for those studies defined as requiring Spanish dominant respondents.
· WestGroup employs Spanish-fluent supervisors for the phone center.
· WestGroup consults with experts in Hispanic culture for effective translations and analysis.
· WestGroup is actively seeking a staff analyst who is fluent in Spanish and capable of directing our Hispanic Research Division.

WestGroup is happy to announce Louie Valdez has joined our staff of Interviewing Center (IC) supervisors. Mr. Valdez is fluent in Spanish, enabling WestGroup to increase its number of Spanish speaking interviewers by allowing Spanish-dominant interviewers to be hired for the first time. In addition to supervising and training all WestGroup interviewers, Louie will be focusing on increasing the number of our Spanish-speaking interviewing staff. Louie brings management experience gained at XO Communications, GST Telecom and Lucent Technologies to our Interviewing Center. A graduate of ASU, Louie holds a B.A. in Political Science. He intends to pursue a Masters Degree at ASU in the fall.

WestGroup also recently promoted Cruz Gallego to an Assistant Supervisor position in the IC. Cruz has two years of professional interviewing experience. Over the past year at WestGroup, Cruz has demonstrated excellent interviewing and leadership skills. Her new duties will include monitoring the quality of interviews conducted in Spanish and assisting in the recruitment and training of bi-lingual interviewers.

The following is an overview of WestGroup's experience and capabilities within the Hispanic population.

Hispanic Research Resources:
· Professional Hispanic, bi-lingual Interviewing Center management staff
· Professional Hispanic and bi-lingual employees conduct Spanish-language interviews.
· Fluent Spanish-speaking focus group recruiters consistently provide qualified respondents with excellent show-up rates.
· Independent Spanish-speaking moderators available.
· Simultaneous translation of focus group sessions.
· WestGroup has a growing database of Hispanic residents, developed through the on-going WestTrack Market Monitor.
· WestGroup partners with faculty from Thunderbird, the American Graduate School of International Management, for assistance or consulting on projects involving the Hispanic and Latino community on a project-by project basis
· Forms are translated into Spanish by professional staff and associates.

Sample Hispanic Research Projects:
· Anti-tobacco awareness among English- and Spanish-speaking Hispanics.
· Arizona Lottery tracking study.
· Hispanic advertising campaign development focus groups.
· Focus groups conducted in Spanish to assist marketing efforts to households that qualify for public assistance.
· Service quality and hospital care needs studies.
· Financial studies, including banking habits and needs.
· Neighborhood Redevelopment Studies.
· Studies of purchasing habits.

Summer 2002 Answers:
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