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Adapting Surveys to Changing Demographics - Houston

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Holiday Inn-NRG

Medical Center Area

8111 Kirby Drive

Houston, TX 77054

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Surveys continue to be a popular tool for decision makers in many industries, including advertising, public relations, healthcare, mass media, retail, legal and public agencies. The confidence that we place in public opinion surveys, however, continues to erode as attention is focused on the distinct biases that undermine the quality of such surveys, such as:

  • inappropriate sampling practices;

  • limited interviewing modes;

  • misleading question wording;

  • faulty translations; and

  • inappropriate weighting strategies.

Such practices have become more prevalent in communities that are demographically diverse in terms of race-ethnicity, age, income, education attainment, and language proficiency. The lowest bid procurement practices of public agencies are especially at fault since they tend to reward low cost over quality of services. Whether you are a newcomer to survey research, a survey practitioner, a decison-maker who relies on survey results, or involved in selecting survey research vendors -- this trend should be of concern to you and your organization.

Indeed, the 2016 American Community Survey tells us that multicultural persons -- including Latinos, Asians and African Americans -- now comprise over half of the population in three Texas metros: Dallas/Ft. Worth (50.3%), Houston-Woodlands-Sugarland (61.3%), and San Antonio-New Braunfels (63.9%). Moreover, our metro area population is aging rapidly, and adding many immigrants -- segments that are often excluded or under-represented in surveys. This happens for two major reasons. First, traditional college courses on survey design provide limited attention to the survey practices that exclude or misrepresent non-traditional demographic segments. Secondly, survey practitioners may find it difficult to even recognize such biases when they are present in a survey project. Without the relevant training and insights, this means that you are likely to introduce such biases into surveys and perhaps misguide your organization in important decision-making.

This workshop will provide attendees the roadmap needed to ensure a successful survey experience in demographically diverse communities. During this 7-hour workshop, you will:

  • Review the changing demographic landscape in the U.S.

  • Understand industry practices that undermine the quality of survey rsearch

  • Learn how to retrieve key demographic information from current Census data to plan a survey

  • Identify and understand important elements of the survey design process

  • Understand common sampling strategies that work better in diverse communities

  • Understand how to adapt survey instruments for demographically diverse audiences

  • Learn the pros and cons of different data collection strategies for selected demographic subgoups

  • Understand the importance of weighting in the design and analysis of surveys

  • Obtain a listing of industry resources that can facilitate the design and execution of surveys in diverse communities

The workshop facilitator, Dr. Edward T. Rincón, is a research psychologist who has designed and conducted studies of diverse consumer audiences over the past 40 years. He has taught university courses on such topics as survey research methods, mass communications research, statistics, and Hispanic marketing. His clients have included a broad range of academic, private and public sector organizations, and he is currently an Associate Scholar with the SMU Tower Center for Political Studies. In this workshop, Dr. Rincón will discuss various concepts from his new book --- The Culture of Research -- which is scheduled for release in Spring 2018.

Past attendees to our workshops have included staff from advertising agencies, airlines, airports, produce wholesalers, universities, research firms, and non-profit organizations.

Lunch will be provided to attendees. Attendees are encouraged to bring their laptops with wi-fi capability in order to access the Internet for selected class exercises. All attendees will be provided a workshop notebook that includes the presentation slides.


Are there any incentives for early registrations?

Yes. Registrations that are made by January 15, 2018 will receive a complimentary one-hour consultation with Dr. Rincon on a survey project of your choice. This one-hour consultation can take place by telephone, email or Skype and scheduled at a mutually convenient time.

What's the refund policy?

There are no refunds. If you are unable to attend the workshop, you can use your registration fee for a future workshop with the same fee, or substitute another staff member for the current workshop.

Who should attend?

Any person who currently is involved in the planning or execution of surveys or expects to be involved in the near future. This includes persons involved in marketing, advertising, legal services, non-profits, healthcare providers, instructors, research practitioners, purchasing staff, or students planning a research study involving diverse demographic segments of the population.

What if a group of employees desire the training? Are group rates available?

Yes. Just contact us at 214-750-3800 to discuss your training needs. On-site training can also be provided at your place of employment.

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Holiday Inn-NRG

Medical Center Area

8111 Kirby Drive

Houston, TX 77054

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