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Hispanic Omnibus: Wave 6 2013

Using Scales in Hispanic Survey Research
Presented by:
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
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
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
Executive Summary

5
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
Survey Results: Rated Importance by
Question Design

7
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
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
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
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
Appendix: Sample Profile

12
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
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
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
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
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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Thinknow research-hispanic-research-scales

  • 1. Hispanic Omnibus: Wave 6 2013 Using Scales in Hispanic Survey Research Presented by:
  • 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. 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. 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
  • 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. Survey Results: Rated Importance by Question Design 7
  • 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. 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. 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. 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
  • 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. 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. 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. 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. 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