The ATA Chronicle - September/October 2020 - 27

panels, and more for this purpose. The
research study may be ad hoc (oneoff) or a tracking study (continuous/
repeated at certain intervals). During
this step, possible tools are selected
and developed (such as the interview
guide, focus group guide, screener,
and questionnaire). In addition, the
research sample and possible quotas
are defined. For example, who will be
surveyed-users, non-users, the general
population, men, women, or households
with children?
This stage could involve a lot of
potential work for translators, the nature
of which will vary depending on the
research approach used. Translations
of various questionnaires, focus group
guides, concepts, storyboards, or ancillary
documents such as confidentiality
agreements, data privacy and protection
documents may be needed.
Fieldwork: Once the research approach
is determined and the instruments are
ready, it's time for the fieldwork stage.
This is when the data is collected,
which means there might not be a
need for much translation at this point.
Changes to the questionnaire may be
needed quickly if, for example, the
target group proves difficult to find.
Verbatims (answers to open-ended
questions) and transcripts may need to
be translated successively during this
stage. Interpreting may also be needed
during this stage if focus groups or
interviews are observed by clients who
don't speak the language of the country
being studied.
Analysis and Reporting: After the
fieldwork has concluded, the results
are analyzed using all the input
collected. In qualitative research, for
example, this can include verbatims,
interview transcripts, or focus group
recordings. In quantitative research,
it usually includes the tabular results
of data collected from the closed
questions in questionnaires, where
respondents choose from possible
responses. (For example, when testing
a dried fruit snack, there may be a
question regarding the softness of the
product using something called a Likert
scale: Was it much too soft, somewhat
www.atanet.org

Before anything else can happen,
the objective of the research
must be defined.

too soft, just right, somewhat too hard,
much too hard?)
Responses to open-ended questions
in quantitative research are sometimes
categorized into what are called code
frames. For example, if the subject of
the research is pizza, there may be an
open-ended question asking if there was
anything the respondent particularly
liked about the pizza (Likes), followed
by one asking if there was anything
the respondent didn't like (Dislikes).
The results will likely include a large
number of responses about the crust
being crispy or chewy, too hard or
soft, the tomato sauce being properly
seasoned or bland, and the pizza having
too much/too little sauce, not enough
cheese or toppings, and so on. These
answers are combined and categorized
into what is called a code frame, which
shows the number of times each item
was mentioned.

After analysis, the results are prepared
for the end client as a presentation
or report, sometimes preceded by
preliminary results or one-page
summaries. For the translator, this stage
means possible translation of the code
frame, preliminary results, one-page
summary, presentation/report, and the
most important part of the study, the
overall summary and recommendations.
Taking Action: In the final stage, the
market research institute provides the
results, including the summary and
recommendations, to the end client,
who now uses this information to
take action, potentially collaborating
with the institute for future research.
This may entail further research on
the same issue (e.g., if the previous
research was qualitative, it may now
be time for a quantitative survey). The
research also might have to be repeated
after reworking the recipe, package,
slogan wording, or ad. At this point,
it's important for translators who have
been working with the market research
institute or end client to signal their
availability for future projects and to be
prepared to provide cost estimates.
American Translators Association

27


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The ATA Chronicle - September/October 2020

Table of Contents for the Digital Edition of The ATA Chronicle - September/October 2020

Contents
The ATA Chronicle - September/October 2020 - Cover1
The ATA Chronicle - September/October 2020 - 2
The ATA Chronicle - September/October 2020 - Contents
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The ATA Chronicle - September/October 2020 - Cover4
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