Measurement in a cross‐cultural environment: survey translation issues

Focuses on the issue of survey translation and different translation alternatives available to researchers. As marketers attempt to better understand and serve the needs of the global consumer, they face a culturally diverse population. When conducting research with different cultural groups, it is necessary to utilize culturally and linguistically appropriate instruments to measure various concepts. Frequently, details of instrument development are very limited, or omitted from presentation of research results. An instrument that is not properly adapted can have serious ramifications for study conclusions. This study 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.