The average organisation spends between 20 and 50 percent of its annual marketing and advertising 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 gathering marketing information.
Whenever market information is collected through a questionnaire in various countries or regions with different native languages, the data gathered should be translated to the source language of the marketing research corporation so that all the results may be collated and analysed.
Structural differences, along with response scale design can present multiple difficulties to language translators. Yet the main concern trying to find the correct translation for a concept across languages. Survey data 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 some concepts do not match across cultures.
More difficulties might come up when market information is gathered through hand written answers because it could be hard to interpret certain characters/words/phrases or may possibly include spelling mistakes, abbreviations or slang.
Furthermore, if a market survey is done online, a language translator company should also translate all materials (introduction email, guidelines, web content). A language translation services provider should be able to work with electronically submitted survey responses.
To get a correct evaluation and true statistical representation from a market research performed in another language and be certain that results will reveal what consumers intended to convey in their own language, the survey translation must 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 accurate in order to get accurate results from the surveys.
The Use Of Translation To Help Come Up With Accurate Market Analysis Results
Market researches conducted across countries with different languages require their data to be translated to the source language of the market research company. To get accurate data, the translation must be done by an experienced translator who understands the study objectives and target audience.
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