Making Use Of Translation To Help Deliver Accurate Market Analysis Results

An average organisation spends between 20 and 50 percent of its yearly advertising and marketing budget on research activities.

The aim of a market study 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 information.

Whenever market information is collected through a questionnaire in several countries or regions with different native languages, the data gathered should be translated to the source language of the marketing research company in order that all the results may be collated and analysed.

Structural differences, together with response scale design can present multiple difficulties to language translators. Yet the main concern trying to find the right translation for an idea across languages. Survey outcomes will be affected by the audience's social and cultural characteristics. Because words do not match or exist in different languages is usually less of a trouble than the fact that certain concepts really do not match across cultures.

More difficulties might come up when market information is gathered through hand written answers because it could be difficult to interpret some characters/words/phrases or may well include spelling mistakes, abbreviations or slang.

Furthermore, if a market survey is carried out 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 get a correct evaluation and true statistical representation from a market research done in another language and be certain that results will reveal what consumers meant to convey in their own language, the survey translation needs to be performed by experienced native speaking, in-country translators who understand the study objectives and the target audience. It is important that these translations be exact in order to get accurate results from the surveys.

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