Spanish USA, 1984 : A Study of the Hispanic Market / Daniel Yankelovich and Others.

This report summarizes results of a 1984 study of the lifestyles, values, buying behavior, and media habits of the Hispanic American market. First, a number of shifts in U.S. political, social, and economic life (since 1981, when the first study of this type was conducted) which are changing the orientation of Hispanics are discussed. These shifts include a weakening in the role of the Federal government, a severe economic recession, the emergence of new social values, and the increasing prominence of Central and South America in the daily news. Demographic data from the 1984 survey are then contrasted with similar statistics collected in 1981. Areas discussed include the age profile, educational level, occupational status, and annual family income of the Hispanic American population. Household size and presence of children in Hispanic households also are mentioned. The following section is concerned with Hispanics as consumers. Social values of lower middle class Hispanics (especially belief in individual effort, commitment to educational mobility, and little political or labor activism), as well as slowly changing values regarding the social role of women, are highlighted. Finally, increased cultural commitment and group unity among Hispanics of different national origins is described. The report's appendix provides tabular statistical data that were collected in the 1981 and 1984 surveys and upon which the foregoing discussion is based. A section on survey methodology (describing sampling procedures, the questionnaire, field procedures, and data analysis) also is included. (GC)

Microfiche. [Washington D.C.]: ERIC Clearinghouse microfiches : positive.