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Back translation is the technique most commonly used to check the accuracy of translation in survey research. Although it results in a direct or literal translation, it does not address issues of conceptual equivalence. Furthermore, if it is not combined with pretesting, it does not address issues of comprehension and meaning to the respondent. This article discusses some of the problems of relying exclusively on back translation in isolation. It suggests the use of a collaborative, iterative approach for translating questionnaires for international marketing research.
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Douglas et al. (Mon,) studied this question.
www.synapsesocial.com/papers/69d8b501d2f7327e70ae4025 — DOI: https://doi.org/10.1509/jimk.15.1.030
Susan P. Douglas
C. Samuel Craig
Journal of International Marketing
New York University
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