An American marketing research company wanted to use a survey to determine if it was feasible to build shopping centers in several countries. Since all of the countries spoke a different language, the company used two translators for each country-one to translate it into the native language, and one to translate it back into English. The original document was revised repeatedly until the translated version matched it in meaning. This describes the process of

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Decentering is a multistage process of translation and retranslation of a questionnaire, involving multiple translators, to achieve a version in the target language that is as close in meaning to the original as possible. This process helps to ensure that the survey is culturally relevant and understandable in the target language, minimizing biases that can occur with direct translation.

An American Marketing Research Company Wanted to Use a Survey