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The average organisation spends between 20 and 50 percent of its annual marketing and advertising budget on research .

The goal of a market research is to interpret the market characteristics, translate the marketing issues and opportunities, evaluate and develop marketing strategies. Market research questionnaires and surveys are the most typical mechanism for gathering marketing information.

Whenever market information is generated through a survey in various countries or regions with different native languages, the data compiled needs to be translated to the source language of the marketing research corporation to ensure that all the results may be collated and analysed.

Structural variations, with response scale design can pose multiple challenges to language translators. Yet the main difficulty trying to find the correct translation for a concept across languages. Survey data may be affected by the audience's social and cultural attributes. The fact that words do not match or exist in several languages is often less of a trouble than the fact that some concepts do not match across cultures.

Even more challenges may arise when market information is collected through hand written responses because it could be hard to interpret certain characters/words/phrases or may possibly include spelling mistakes, abbreviations or slang.

Moreover, if a market study is done online, a language translator company must also translate all supporting materials (introduction email, guidelines, web content). A language translation services provider should be able to work with electronically submitted survey responses.

To get the right evaluation and true statistical sample from a market study done in another language and ensure that results are going to 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 crucial that these translations be accurate in order to get accurate results from the surveys.

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