Abstract
This paper examines common methodological problems encountered in consumer research of ethnic minority populations. Problems with respect to category construction and population focus, establishing conceptual, functional and measure equivalence, dealing with sampling issues, as well as establishing data collection equivalence are discussed. Specifically, conceptually and methodologically based suggestions together with suggestions for sampling and data analysis are delineated for dealing with some of the concerns in consumer research with ethnic minorities. Ethnocentric and reporting considerations are also addressed. These suggestions are offered in the spirit of encouraging further consumer research in minority populations.
Chapter PDF
Similar content being viewed by others
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Darley, W.K., Williams, J.D. (2015). Ethnicity in Survey Research Methods: The Changing Consumer Demographics and Implications. In: Chebat, JC., Oumlil, A. (eds) Proceedings of the 1998 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17383-2_57
Download citation
DOI: https://doi.org/10.1007/978-3-319-17383-2_57
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17382-5
Online ISBN: 978-3-319-17383-2
eBook Packages: Business and EconomicsBusiness and Management (R0)