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The Application Of Language Translation To Help Produce Accurate Market Research Results
An average organisation spends between 20 and 50 percent of its annual marketing budget on research .
The purpose of a market research is to interpret the market characteristics, translate the marketing problems and opportunities, evaluate and develop marketing strategies. Market research questionnaires as well as surveys are the most typical mechanism for collecting marketing information.
When market information is gathered through a survey in different countries or regions with different native languages, the data collected should be translated to the source language of the marketing research company so that all the results can be collated and analysed.
Structural variations, as well as response scale design can pose multiple difficulties to language translators. Yet the main concern trying to find the right translation for a concept across languages. Survey results would be affected by the audience's social and cultural traits. The fact that words do not match or exist in different languages is usually less of a trouble than the fact that certain concepts do not match across cultures.
Further challenges may arise when market information is gathered through hand written answers because it could be difficult to interpret certain characters/words/phrases or might include spelling mistakes, abbreviations or slang.
In addition, if a market study is conducted online, a language translator company should also translate all materials (introduction email, guidelines, web content). A language translation services provider should also be able to work with electronically submitted survey responses.
To end up with the right evaluation and true statistical sample from a market study performed in another language and make sure that results will reveal what consumers meant to convey in their own language, the survey translation must be performed by experienced native speaking, in-country translators that understand the study objectives as well as the target audience. It is essential that these translations be precise in order to get accurate results from the surveys.
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