Mediamark Research Inc. will survey Hispanic/Latino consumers using Spanish-speaking interviewers for the first time.
The New York-based research firm has translated all of its interview support materials into Spanish, and is now recruiting a bi-lingual traveling task force that will be available when potential survey respondents do not speak English.
In addition, Mediamark has added questions about language capability and country of origin to the interview.
Previously, the firm conducted most of its interviews with Hispanics in English, relying on relatives or neighbors of the respondents to translate when necessary.
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