Methodology
This research consisted of the use of a booklet of advertisements that included three pairs of advertisements using both the English and Spanish languages, as well as Anglo and Hispanic models, as a measurement of the effectiveness of marketing to Mexican American females. One advertisement booklet was administered to each subject; every booklet contained exactly the same advertisements.
Subjects had ample time to study the advertisements and consider each product being presented. Following this observation period, the subject group had a question-and-answer session in which all the subjects discussed their level of interest and recall for the products in each pair.
One focus group consisted of six Mexican American subjects with varying levels of acculturation to the United States based on their language preferences and fluency. For example, subjects who were fluent in English only were considered fully acculturated, whereas those subjects who were fluent in both English and Spanish were considered only partially acculturated.
Results were analyzed and trends in each group’s individual preferences were evaluated.