Mediamark Research Inc. (MRI) Monday said it has begun using Spanish-speaking interviewers to survey Hispanic/Latino consumers in their homes. MRI said the move was being made as part of an effort to
integrate Hispanic-Americans into Survey of the American Consumer, a multimedia and consumer purchasing study derived from 26,000 in-home interviews each year. The recruitment and surveying of
Spanish-speaking Americans has been a controversial development with TV research Nielsen Media Research and radio researcher Arbitron, especially what language is spoken when Hispanic households are
recruited.
