How accurately can surveys measure consumer opinions across cultures? This article focuses on the critical issue of survey translation when conducting market research with diverse cultural groups. It emphasizes the need for culturally and linguistically appropriate instruments to ensure accurate measurement of various concepts. It attempts to identify alternatives for survey translation (specifically with a Hispanic subgroup), and provides some empirical evidence as to the effectiveness of a combination of these methods. Frequently, details of instrument development are very limited, or omitted from presentation of research results. The study highlights the serious ramifications of using poorly adapted instruments, which can lead to flawed study conclusions. Proper adaptation is essential to obtain meaningful and reliable data in cross-cultural research. This study provides practical alternatives for survey translation, specifically targeting a Hispanic subgroup. The empirical evidence presented demonstrates the effectiveness of combining different translation methods to achieve more accurate and culturally sensitive results. This has significant implications for marketers and researchers seeking to understand global consumer needs.
Appearing in _Qualitative Market Research: An International Journal_, this paper addresses key challenges in international market research, aligning with the journal's focus on qualitative methods and cross-cultural considerations. The study offers practical guidance for researchers seeking to improve the validity and reliability of their findings in diverse cultural contexts.