Estilos Methodology
Estilos was an annual web-based survey of U.S. Hispanic adults ages 18 or older administered by Offerwise through its QueOpinas panel. QueOpinas is the largest online U.S. Hispanic panel with more than 220,000 active panelists who are recruited nationally through both English and Spanish network television.
Estilos fielded during October. To maintain high response rates, the sample iwas drawn from the most active panelists (top 5 percent). Caps (quotas) were used for age, language, acculturation level, region, gender and heritage to prevent unbalanced results. The survey took approximately 30 minutes (median) to complete and had a response rate of approximately 32 percent. Those who completed the survey received cash-equivalent reward points (worth approximately $15).
The resulting data were weighted using eight factors: gender, age, household income, household size, education, census region, country of origin and acculturation (based on years living in the U.S., language spoken at home, cultural self-identification and use of Spanish language media). The weights were designed to weight the data to match U.S. Census American Community Survey (ACS) proportions on all variables except acculturation which is not measured in the ACS. Instead, acculturation, weights were set at 25 percent low, 50 percent medium and 25 percent high to match the overall composition of the panel.
Specific sample sizes, response rates and survey durations are shown below.