The Use Of Translation To Help Deliver Accurate Market Analysis Results
The average organisation spends between 20 and 50 percent of its annual marketing budget on research .
The purpose of a market study is to interpret the market characteristics, translate the marketing issues and opportunities, evaluate and develop marketing strategies. Market research questionnaires or surveys are the most common mechanism for gathering marketing information.
When market information is generated through a survey in various countries or regions with different native languages, the data compiled must be translated to the original source language of the marketing research corporation to ensure that all the results can be collated and analysed.
Structural variations, as well as response scale design can present multiple challenges to language translators. Yet the main challenge is to find the correct translation for a concept across languages. Survey results may be affected by the audience's social and cultural traits. Because words do not match or exist in several languages is usually less of a problem than the fact that some concepts do not match across cultures.
Further challenges may come up when market information is collected through hand written answers because it might be hard to interpret certain characters/words/phrases or might include spelling mistakes, abbreviations or slang.
Moreover, if a market study is done online, a language translator company must also translate all materials (introduction email, instructions, web content). A language translation services provider should be able to work with electronically submitted survey responses.
To end up with the right evaluation and true statistical sample from a market research done in another language and ensure that results will reflect what consumers intended to convey in their own language, the survey translation has to 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 accurate in order to get accurate results from the surveys.
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