The Application Of Language Translation To Help Generate Accurate Market Research Results
An average organisation spends between 20 and 50 percent of its yearly marketing budget on research activities.
The goal of a market study is to interpret the market characteristics, translate the marketing problems and opportunities, evaluate and develop marketing strategies. Market research questionnaires and surveys are the most typical mechanism for collecting information.
When market information is collected through a survey in various countries or regions with different native languages, the data collected needs to be translated to the source language of the marketing research company in order that all the results can be collated and analysed.
Structural differences, as well as response scale design can present multiple difficulties to language translators. Yet the main difficulty trying to find the right translation for an idea across languages. Survey results will be affected by the audience's social and cultural attributes. Because words do not fit or exist in different languages is often less of a trouble than the fact that certain concepts really do not match across cultures.
Further difficulties may come up when market info is gathered through hand written responses because it could be difficult to interpret some characters/words/phrases or might include spelling mistakes, abbreviations or slang.
Furthermore, if a market study is done on the internet, a language translator company should also translate all supporting 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 a correct evaluation and true statistical sample from a market research done in another language and make sure that results are going to reveal what consumers meant to convey in their own language, the survey translation needs to be performed by experienced native speaking, in-country translators that understand the study objectives and the target audience. It is crucial that these translations be accurate in order to get correct results from the surveys.
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