Since literature points out that the wealth of affluent Hispanics in the U.S. is growing, it is important for financial services to understand this market, to determine optimal media methods of reaching this population. This research study is designed to investigate these variables. Survey research, a nonexperimental design will be used for this study. A questionnaire was developed to survey Hispanics in South Florida and quantitative data will be statistically analyzed.
Subjects will include 50 male and female Hispanics in South Florida, chosen from those who voluntarily return the research packet. All subjects will agree to participate in the study.
Mass Media. Mass media is operationally defined as including television, radio, newspapers, and Internet.
Wealth Management Sales. Wealth management sales is operationally defined as the use of a wealth management product or service as measured by the survey questionnaire.
Mass Media For Wealth Management Products Survey
The Mass Media For Wealth Management Products Survey, constructed by the investigator, will measure the variables for the study. This survey consists of three parts. Part I includes demographic questions regarding gender, age, income level, number of years with the current financial institution, number of years with a previous financial institution, and other sources of financial information.
Part II contains a statement regarding wealth management sales. For this section the participant chooses between four possible statements ranging from "Strongly Agree" to "Strongly Disagree" to answer the following question: "I currently use wealth management products and services to obtain financial information and reach future financial goals."
Part III contains questions regarding mass media to determine its relationship with wealth management products. For this section the partici
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