mimo said:
And if you clickied the link the "other" poster provided, you will see that the "research" is labeled "Media Consumption by Racial Category" and proceeds to give columns for Hispanic, African American, Asian and White/Caucasians. The interesting thing is that Hispanic is not a race, and one would expect a research company to know this. As we've discussed, Hispanics can be of any race, including Asian, and represent a culture based on the Spanish langauge, not a clear ethnicity or blood line.
Of course, there is no description of methodology for the report so we don't know geogrphically where this was done, and from the results, we don't know what "kind" of Hispanic was consulted... based on the results, it looks like they only surveyed what Nielsen calls "English dominant" which includeds Bilingual, More English than Spanish and Only English as options.
There is no conceivable reason why 6.5% of Blacks, 8% of Asians and 4.4% of White/Caucasian would listen to Latino/Hispanic (their term) radio unless the methods of determining race or culture were rather seriously in error. Beyond that, excluding AC has no excuse while inlcuding virtually non-existent formats like New Age and Blues shows faulty survey design and development and leads to only one conclusion: the study is terminally flawed.