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The
Multi-Modal, Multilingual Method:
A Superior Measurement Tool
The Multi-Modal, Multilingual
Method is a unique methodological
approach that Rincón
& Associates developed specifically
to address the recognized shortcomings
of traditional data collection
techniques, especially when
applied to multicultural populations.
Simply stated, the method combines
three modes of data collection
(mail, online and telephone)
and multiple language options.
This unique methodology achieves
100 percent penetration of targeted
households with current addresses,
leads to improved survey response
rates, and enhances the quality
of the information collected.
We
pioneered the methodology with
great success for Toyota Motor
Sales as described below, and
have used it in a recent study
that we completed for the State
Energy Conservation Office in
Texas. We are using the methodology
as well in a current state-wide
study of Medicaid recipients
for the State of Texas.
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We’re
the agency that…
Conducted
the first national study
of multicultural new vehicle
buyers for Toyota Motor
Sales.
The
Toyota study was designed
to provide Toyota departments
and their multicultural
advertising agencies detailed
vehicle buyer information
so that they could design
more focused advertising
and media strategies to
African American, Hispanic
and Asian new vehicle
buyers. The study evaluated
attitudes, brand imagery,
purchasing decisions,
product satisfaction,
financing issues, language
and cultural issues, and
a broad array of demographic
characteristics.
The
study, which included
14,000 surveys conducted
with African Americans,
Hispanics and Asians,
utilized a methodological
technique that Rincón
& Associates developed
– the Multi-Modal,
Multilingual Methodology
– which involved
three modes of data collection
and five languages. Rincón
& Associates had responsibility
for the design and translation
of the survey instrument,
coordination of a sweepstake,
data collection, statistical
analysis, and presentation
of the study findings
to key decision-makers
at Toyota headquarters
in California.
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