About the Study

Latinos in the Dallas/Ft. Worth area numbered approximately 1.1 million in 2000, doubling in size each decade since 1970, and has grown to 1.6 million in 2007. Although numerous alternatives exist in the Dallas/Ft. Worth area to target this growing consumer segment, marketers frequently encounter difficulty in deciding among these alternatives since objective, reliable information is oftentimes unavailable or unaffordable. Which explains why the DFW Latino Trendline continues to meet a great need among its various subscribers --- including marketers, media shops, advertising agencies, community groups, health providers, attorneys, personnel recruiters, entertainment venues, and retail establishments --- who have benefited significantly from our prior studies in reducing the uncertainty associated with Latino-targeted campaigns. Marketers have used the study to monitor trends over time, evaluate the effectiveness of their advertising dollars, and add custom questions for their own organizational needs. The sample design, topical coverage, and statistical credibility of DFW Latino Trendline confirms that it is the authoritative guide to the Latino marketplace in this area.

How the Study is Conducted

A probability sample of 600 Hispanic households is selected using both listed Spanish-surnamed telephone households and random digit techniques to identify Hispanic households that do not have listed telephone numbers or Spanish surnames. The sampling area includes both the Dallas and Ft. Worth primary metropolitan statistical areas (PMSAs). Within each household, a Hispanic adult is selected randomly for the interview. The questionnaire, which includes the topics listed on the following page, is designed in English and Spanish so that respondents can choose the language of the interview with which they are most comfortable. Data collection is scheduled to begin by March of 2007. Consequently, requests for custom questions must be received as soon as possible as the space available for such questions is limited.

What the Report Includes

The Basic Report will include an executive summary, description of the methodology, a color graphic summary of major findings, stub and banner tabulations of survey questions by key demographic subgroups, and a written analysis of the survey findings. The Basic Report will be available to paid subscribers by July 13, 2007.

How to Order Your Subscription

The Basic Report is available on a pre-paid basis only for $3,000. Custom questions are priced as follows: closed-ended, $500; open-ended, $750. Complete the Order Form following this page to place your order and return it with your payment. Additional questions concerning the study can be addressed by calling Rincon & Associates at (214) 750-0102.

 Closed-ended

 Open-ended

About the Study Sponsor

Rincon & Associates, formed in 1984, is a full-service market research company based in Dallas, Texas. The firm offers an array of research and demographic services to assist today's decision-makers in evaluating their alternatives in the marketplace, including:

Quantitative Research: Mail, e-mail and telephone surveys, on-site store intercept interviews, pre-recruits, data entry, and statistical analysis.

Qualitative Research: Focus group and in-depth interviews by culturally and linguistically-matched moderators.

Legal Support: Expert witness testimony, videotaped depositions, collection and analysis of sensitive data, and mock jury recruitment.

Support of International Clientele: Special support services for international clientele seeking to enter U.S. markets, including research services, logistical support, and networking among key contacts.

Demographic Products: Various types of reports developed from U.S. Census Bureau files and numerous other data sources.

Syndicated Products: Company-designed and sponsored studies focused on special markets or topics and available for purchase by interested marketers.

Supportive Services: Direct mail residential lists, translations and interpretations, and seminars. Includes residential lists for general, Hispanic, and Asian markets.

Rincon & Associates has conducted local, state-wide and national studies of ethnically-diverse groups in such areas as media behavior, education, transportation, food and beverages, cosmetics, financial services, telecommunications, religious behavior, pharmaceuticals, demography, health and human services, library services, and political behavior. The research facility is centrally located at 6500 Greenville Avenue and includes a state-of-the-art CATI telephone interviewing center with interviewers ready to conduct studies in English, Spanish, Chinese, Vietnamese and Korean languages. For more detailed information on the company's services, products, and account experience, you are encouraged to visit our website at www.rinconassoc.com. Rincon & Associates is owned and operated by Dr. Edward T. Rincón and Lupita C. Rincon, who together offer 40 years of experience in the research industry. Dr. Rincon has taught college-level coursework on survey research methods and Hispanic marketing at area universities.