Reporting Hispanics Based on Language AAPOR Annual Conference Montreal, Quebec Melissa Herrmann Jenn

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Reporting Hispanics Based on Language AAPOR
Annual ConferenceMontreal, QuebecMelissa
HerrmannJennifer SchmidtLori Robbins
53 W. Baltimore Pike, Media, PA
19063 484-840-4300 (p) 484-840-4599 (f)
info_at_icrsurvey.com www.icrsurvey.com
I N T E R N A T I O N A L C O M M U N I C A T I
O N S R E S E A R C H Custom Research
Information Analysis ICR EXCEL omnibus services
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Study Objective

• PROBLEMS 1) Many surveys still forgo Spanish
  language option 2) For those who do interview in
  Spanish, what is the proper percent of
  interviews done in Spanish? Does it matter?
• RESEARCH OBJECTIVES To explore the range of
  response by language of interview. More so, to
  investigate potential differences within
  bilinguals

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Hispanic Methodology

• Hispanic EXCEL Bi-lingual national omnibus
  service of US Hispanic Population. Conducted
  monthly using stratified RDD methodology,
• N 1,000
• Respondents are of Hispanic Origin, born foreign
  and native.
• Interview is conducted in either English or
  Spanish, respondents choice on question-by-
  question basis.
• Extensive battery focusing on respondents
  English/Spanish reading and language skills and
  preferences.

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There is no One Hispanic Community
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There is no One Hispanic Community
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What language do you usually speak at home?
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Respondent Types
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Relationships Between Language
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Are you registered to vote at your present
address?
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Employment Status by Language
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Distinct Variations

• Purchasing habits, attitudinal and behavioral
  measures

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Does your household currently receive cable TV?
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Does your household have a video game system?
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Do you have a PC in your home?
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Has anyone in your household made on online
purchase in the past 30 days?
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Summary of Findings

• According to the US Census 43 of Hispanics do
  not speak English. If you do not interviewer in
  Spanish you are not getting the full picture of
  the Hispanic community.
• Differences are to be found in not just those who
  choose to do an interview in Spanish versus
  Englishthere are also differences within each of
  these categories, depending on the language
  abilities of the respondent.
• Added costs are involved with conducting
  interviews in Spanish, but given the differences
  in the data by language this investment yields
  more representative data.

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Summary of Findings

• Data show that some of the largest differences
  are within bilinguals.
• We can recommend that survey researchers
• Maintain 100 bilingual interviewers so data is
  not skewed one way or another when interviewing
  Hispanics.

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Too Much of a Good Thing?

• Does it matter how many interviews are in Spanish
  versus English?
• 2000 Census 80 of Hispanics can speak Spanish
  well or better.  57 of Hispanics can speak
  English well or better. 
• Therefore, 37 of Hispanics have the choice of
  going one way or another.they are true
  bilinguals.  A bilingual study could validly be
  80 Spanish or 43 Spanish.

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Reporting Hispanics Based on Language AAPOR
Annual ConferenceMontreal, QuebecMelissa
HerrmannJennifer SchmidtLori Robbins
53 W. Baltimore Pike, Media, PA
19063 484-840-4300 (p) 484-840-4599 (f)
info_at_icrsurvey.com www.icrsurvey.com
I N T E R N A T I O N A L C O M M U N I C A T I
O N S R E S E A R C H Custom Research
Information Analysis ICR EXCEL omnibus services