A normal organisation spends between 20 and 50 percent of its annual marketing and advertising budget on research .
The aim of a market study is to analyze 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 generated through a questionnaire in several countries or regions with different local languages, the data gathered should be translated to the source language of the marketing research provider to ensure that all the results may be collated and analysed.
Structural variations, along with response scale design can present several difficulties to language translators. Yet the main concern trying to find the appropriate translation for a concept across languages. Survey data may be affected by the audience's social and cultural characteristics. Because words do not fit or exist in different languages is usually less of a trouble than the fact that some concepts do not match across cultures.
Even more challenges might come up when market info 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.
Moreover, if a market survey is carried out on the internet, a language translator company should also translate all materials (introduction email, guidelines, web content). A language translation services provider must be able to work with electronically submitted survey responses.
To get the right evaluation and true statistical representation from a market research carried out in another language and be certain that results will reveal what consumers intended to convey in their own language, the survey translation has to be performed by experienced native speaking, in-country translators who understand the study objectives as well as the target audience. It is important that these translations be exact in order to get correct results from the surveys.
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