| Name of survey: | Hispanic Technographics® eCommerce And Customer Experience Online Survey, Q3 2008 |
|---|---|
| Product: | North American Consumer Technographics |
| Date of survey: | August 2008 |
| Region: | United States |
| Respondents: | 3,370 |
Forrester conducted an online survey fielded in July and August 2008 of 3,370 US Hispanic individuals ages 18 to 88. For results based on a randomly chosen sample of this size (N=3,370), there is 95% confidence that the results have a statistical precision of plus or minus 1.7% of what they would be if the entire population of online Hispanic individuals ages 18 and older had been surveyed. Forrester weighted the data by age, gender, income, broadband adoption, region, technology attitude, and language dominance to demographically represent the adult Hispanic online population. The survey sample size, when weighted, was 3,073. (Note: Weighted sample sizes can be different from the actual number of respondents to account for individuals generally underrepresented in online panels.) Please note that this was an online survey. Respondents who participate in online surveys have in general more experience with the Internet and feel more comfortable transacting online. In addition, note that online Hispanics from an online access panel are traditionally more acculturated than online Hispanics interviewed using an RDD phone sample. The data is weighted to be representative for the total online Hispanic population on the weighting targets mentioned, but these two sample biases may produce results that differ from Forrester¿s Hispanic phone survey. The sample was drawn from members of MarketTools¿ online panel, and respondents were motivated by a sweepstakes drawing. The sample provided by MarketTools is not a random sample. While individuals have been randomly sampled from MarketTools¿ panel for this particular survey, they have previously chosen to take part in the MarketTools online panel.
Survey Instruments:
Hispanic Technographics eCommerce And Customer Experience Online Survey, Q3 2008 - Spanish
Hispanic Technographics eCommerce And Customer Experience Online Survey, Q3 2008 - English
The documents and figures below summarize the findings from this research
The US Hispanic Customer Experience Index, 2008
Tamara Barber, January 2009