A study explored whether ethnographic research is appropriate and feasible for Hispanic consumer research. Subjects, 41 Hispanic advertising executives (out of an original group of 80) in advertising agencies listed in the Standard Directory of Advertising Agencies from New York, Los Angeles, Chicago, Miami, and San Antonio, answered a 23-item questionnaire. The respondents were asked whether their firms employ ethnographic research, and if so, which types of products, and the sample size in an "ethnography." Fifteen opinion statements, arranged on a Likert scale, asked for agreement on the comparable value of ethnographic research to more traditional methods of research for Hispanic consumers: telephone surveys, door-to-door interviews, and in-home diaries; the use of ethnographic research for gaining specific information about Hispanic consumers. Results indicated that 86% of the respondents agree ethnographic research has value for developing Hispanic advertising campaigns. The same number agree ethnographic research is a viable, important research tool. Overall, this form of research appears to be valuable for describing consumer product usage, group interaction of a product, specific cultural practices, consumer behavior, and consumer environment. Ethnographic research has more value when used in conjunction with other forms of statistical measurement, but does provide useful consumer information for developing Hispanic advertising campaigns, since--in order to appeal to Hispanic consumers of different origins--the definition of cultural attributes is necessary. (Fourteen references are attached.) (RAE)