Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market.The survey Malaya is using was written in English and then translated into Spanish for use by Spanish-speaking respondents.Which of the following is it most important for Malaya to do before administering this questionnaire to a sample of the market?

Question

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Before administering the questionnaire to a sample of the market, it is most important for Malaya to examine the questionnaire for cultural distortions and insensitivities. This is because the survey was translated from English to Spanish and there may be cultural differences that were not taken into account. It is important to make sure that the survey questions are appropriate and do not offend or confuse respondents in any way. A culturally insensitive questionnaire can negatively impact the results of the marketing research.

Malaya Ramirez Is Organizing Marketing Research in Central American Countries