Project: Hispanic New Car/New Truck Purchasers Nationwide Research

Client: Allison-Fisher International


Marketing: United States

Longitudinal/biannual telephone surveys (30 minutes each) of up to 700 Hispanic households in each wave, to explore behavior, attitudes and opinions of Latino consumers who intend to purchase a new car or truck within the next few years. Media consumption and internet usage are tracked, as well as advertising recall and brand perceptions.

Markets include: Los Angeles/Long Beach, New York, Miami, Chicago, Houston, Riverside/San Bernardino, Anaheim/Santa Ana and San Diego.

Using a purchased sample, computer aided telephone interviewing (CATI) stations in J&A Los Angeles offices are used by experienced Spanish-speaking interviewers with a supervisor present at all times.