search query: @indexterm COMPARATIVE RESEARCH / total: 215
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| Author: | Bauer, E. |
| Title: | Ubersetzungsprobleme und Ubersetzungsmethoden bei einer multinationalen Marketingforschung (Translation problems and translation methods in a multinational marketing research project) |
| Journal: | Jahrbuch der Absatz- und Verbrauchsforschung
1989 : VOL. 35:2, p. 174-205 |
| Index terms: | TRANSLATIONS COMPARATIVE RESEARCH MARKET RESEARCH |
| Language: | ger |
| Abstract: | In a world of international competition comparative market research is an ever more important field. In order to make it valid, one has to secure the international equivalence of content, method, unit of account, enquiry situation and data processing. All of them require translation of different texts and they must be precise equivalent of one-another. Problems of translation, methods of securing equivalence (parallel translation, uses of coordinate bilinguals,reverse translation, decentralised translation etc.) are presented. A special difficulty presents the exact translation of rating scales. |
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