:::

詳目顯示

回上一頁
題名:從不同利害關係人的角度探討跨文化市場研究焦點團體口譯品質
作者:李眉君
作者(外文):Purswaney, Priya Lalwani
校院名稱:國立臺灣師範大學
系所名稱:翻譯研究所
指導教授:陳子瑋
學位類別:博士
出版日期:2021
主題關鍵詞:口譯中介焦點小組訪談口譯員角色口譯服務品質口譯研究口譯輔助焦點團體訪談市場研究市調座談會行銷研究同步傳譯員全球消費者研究傳譯質量國際行銷跨國質性研究跨語言市場調查跨文化溝通跨領域研究顧客滿意度cross-cultural qualitative researchcross-language marketing researchfocus group interviewmarket research focus group discussionglobal consumer researchinternational marketinginterpreter roleinterpreter-mediated focus groupinterpreting service qualitysimultaneous interpretation
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:0
  • 點閱點閱:2
本論文之目的為探討質性市場研究的領域中,進行跨國消費者焦點團體訪談時,當參與的部分人士因語言不同有溝通障礙,而需要透過同步口譯員的翻譯服務,才能了解座談會討論的內容。隨著全球行銷的普及,焦點團體訪談 (也稱為座談會或Focus Group Discussion - FGD) 這個工具常被用來了解不同國家的消費者之行為及偏好。此論文將介紹FGD及其在國際行銷研究上的應用、在這特殊的跨文化場合中,同步口譯的獨特之處、口譯員在整個溝通活動裡所扮演的角色以及口譯的品質。本論文主要是研究在台灣進行的中文市調座談會(口譯人員負責中翻英同步口譯),但研究結果也可適用於任何國家的雙語FGD。本研究將深入介紹這種特殊的同步口譯情境,並一一分析參加此類溝通活動的不同參與者對口譯品質的要求。筆者將提出市調FGD同步口譯員所面臨的特殊問題和挑戰,以及使用者該如何評斷口譯員是否稱職。主要使用的研究方法為質性問卷調查;對象分為有多年經驗的市調FGD主持人、有經驗的市調FGD口譯員以及聽口譯員翻譯的終端客戶。另外因筆者本身即為具有二十年資歷的市調FGD口譯員,因此論文也包含個人觀察及與三位市場調查公司創辦人進行的深入訪談。三個研究問題為:(一)焦點團體口譯及國際會議口譯之比較;(二)口譯員、主持人及聽翻譯的客戶對口譯品質的期待;(三)給口譯員、主持人及客戶的最佳建議,讓市調FGD能夠消除語言的障礙,發揮該有的效益。研究結果發現準確性、清晰度和即時性是客戶和主持人對好的口譯品質最大的期望。這與以往關於口譯品質的研究類似。與會議口譯相比的獨特之處是FGD口譯員必須全程獨自進行同步口譯,整場座談會沒有口譯搭檔。筆者希望這項論文可以填補在國際市場調查焦點團體中口譯品質研究的缺口。此跨領域研究也希望能建立口譯研究及行銷研究之間的橋梁,讓跨國消費者焦點團體可以成為更有效的溝通交流和資料收集活動。
This interdisciplinary study explores a qualitative market research tool, the focus group interview, when conducted in two languages using the services of a simultaneous interpreter. The growing trend of global market research has led to the wide use of focus group interviews in understanding the views of consumers in different countries. The unique aspects of simultaneous interpretation as a situated act in this special cross-cultural environment are presented through a schematic representation showing the various participants. A model is proposed to highlight the different perspectives on interpreting quality and the role played by the interpreter as a mediator in this communicative event. In addition, the factors that influence interpretation quality are investigated from three perspectives: the interpreter’s, the moderator’s, and the listener’s. The methods used are threefold. Surveys are conducted of focus group moderators who have had vast experience in conducting interpreted focus groups, of interpreters who have had experience interpreting during focus groups, and of end clients who listen to the interpreter’s translation. The author’s personal observations from working as a focus group interpreter in Taiwan for over two decades further contribute to this study. Thirdly, proprietors of two qualitative market research agencies based in Taiwan are interviewed. Three research questions are addressed in this study: (1) How does an interpreter-mediated focus group differ from an interpreter-mediated international conference and what challenges are faced; (2) What are the interpreting quality expectations of three of the stakeholders present during interpreter-mediated focus groups; and (3) What best practices are recommended for each of these stakeholders to overcome the issues and ensure high quality language interpretation during market research focus groups. The findings show that, similar to previous studies on interpreting quality, accuracy, clarity, and immediacy are the top quality expectations toward a good focus group interpreter. When compared with conference interpreting, one of the unique characteristics of this setting is that a focus group interpreter works without a partner for the entire duration of the group. Based on insights from the diverse participants of this study, recommendations are made for best practices that can be adopted when conducting consumer focus groups with an interpreter. While much of the data in this study is based on focus groups held in Taiwan in Mandarin Chinese and interpreted into English, the findings can apply to bilingual qualitative research in any country. This study hopes to be a small step toward filling the existing void in the exploration of simultaneous interpreting quality in the context of international consumer focus groups. The aim is to make the cross-cultural focus group interview a more productive communicative interaction from both the language interpretation and market research perspectives, thus bridging the gap between interpreting studies and marketing studies.
AIIC. (2018). Code of Professional Ethics. International Association of Conference Interpreters. Retrieved July 25, 2021, from https://aiic.org/document/6299
Alexieva, B. (1997). A Typology of Interpreter-Mediated Events. The Translator, 3(2), 153-172.
Alexieva, B. (1999). Interpreter mediated TV events. Target, 11(2), 329-356. http:// dx.doi.org/10.1075/target.11.2.08ale
Alsos, O. A. (2010). A New Perspective on UX: The Indirect User Experience. In I-UxSED 40-42.
Amini, M., Ibrahim-González, N., Ayob, L., & Amini, D. (2013). Quality of interpreting from users’ perspectives. International Journal of Language and Education, 2(1), 2013.
Angelelli, C. V. (2004). Revisiting the Interpreter’s Role: A study of conference, court, and medical interpreters in Canada, Mexico, and the United States (Benjamins Translation Library). John Benjamins Publishing Company. https://doi.org/10.1075/ btl.55
Apostolou, F. (2009). Mediation, manipulation, empowerment celebrating the complexity of interpreter's role. Interpreting, 11(1), 1-19.
Aurini, J. D., Heath, M., & Howells, S. (2016). The How To of Qualitative Research. SAGE Publications.
Baker, M. (2006). Contextualization in translator-and interpreter-mediated events. Journal of Pragmatics, 38(3), 321-337.
Barbour, R. S., & Morgan, D. L. (2017). A New Era in Focus Group Research: Challenges, Innovation and Practice (1st ed.). Palgrave Macmillan.

Billson, J. (2006). Conducting Focus Group Research Across Cultures: Consistency And Comparability. WeD - Wellbeing in Developing Countries, ESRC Research Group. https://www.academia.edu/3012722/conducting_focus_group_research_across_cultures_consistency_and_comparability
Björk Brämberg, E., & Dahlberg, K. (2013). Interpreters in Cross-Cultural Interviews: A Three-Way Coconstruction of Data. Qualitative Health Research, 23(2), 241-247.
Bros-Brann, E. (1989). Checklist for TV interpretation. AIIC Article. https://aiic.org/ document/4406/Checklist%20for%20TV%20interpretation%20-%20ENG.pdf
Bros-Brann, E. (1997). Simultaneous interpretation and the media: Interpreting live for television. AIIC Article. https://aiic.org/document/4408/Simultaneous%20 interpretation%20and%20the%20media-%20interpreting%20live%20for%20television% 20-%20ENG.pdf
Bühler, H. (1986). Linguistic (semantic) and extra-linguistic (pragmatic) criteria for the evaluation of conference interpretation and interpreters. Notes and reports. Multilingua - Journal of Cross-Cultural and Interlanguage Communication, 5(4), 231-235. https://www.degruyter.com/document/doi/10.1515/mult.1986.5.4.231/html
Carty, B. (2010). Interpreters in our midst. M/C Journal, 13(3). Retrieved July 25, 2015, from http://journal.media-culture.org.au/index.php/mcjournal/article/view/257
Chang-Castillo and Associates. (2013). Equipment used for simultaneous interpretation [Photograph]. https://www.ccalanguagesolutions.com/wp-content/uploads/2013/11/l-300x225.jpg
Chen, T. W. (2011). Conference Interpreting as a Professional Service Industry. Bookman Books.
Chen, Y. (2016). The status quo and existing problems of FGD SI in China: A survey among users and interpreters 国内FGD同传行业实证研究:现状与问题——来自译员与用户的调查报告. Chinese Translators Journal, 3, 70-77.
Chiaro, D., & Nocella, G. (2004). Interpreters’ perception of linguistic and non-linguistic factors affecting quality: A survey through the World Wide Web. Meta, 49(2). 278-293
Chmiel, A. (2008). Boothmates forever? – On teamwork in a simultaneous interpreting booth. Across Languages and Cultures 9 (2), 261-276. https://doi.org/10.1556/Acr.9.2008.2.6
Choi, J. (2003). The interpretive theory of translation and its current applications. Interpretation Studies, 3, 1-15.
Corbin, J., & Strauss, A. (2008). Basics of qualitative research: Techniques and procedures for developing grounded theory (3rd ed.). Sage.
Cutler, A. (2013). How to optimize global qualitative research. Quirk’s Marketing Research Review, 27(11). https://www.quirks.com/articles/how-to-optimize-global-qualitative-research
Czinkota, M. R., & Ronkainen, I. A. (2003). An international marketing manifesto. Journal of International Marketing, 11(1), 13-27.
Diriker, E. (2004). De-/Re-Contextualizing Conference Interpreting: Interpreters in the Ivory Tower? John Benjamins Publishing Company. Benjamins Translation Library
Diriker, E. (2008). Exploring conference interpreting as a social practice: An area for intra-disciplinary cooperation. In Pym, A., Shlesinger, M., & Simeoni, D. (Eds.) Beyond Descriptive Translation Studies: Investigations in Homage to Gideon Toury (pp. 209-219). John Benjamins Publishing.
Edwards, R. (1998). A critical examination of the use of interpreters in the qualitative research process. Journal of Ethnic and Migration Studies, 24(1), 197-208.
Fern, E. F. (1982). The use of focus groups for idea generation: The effects of group size, acquaintanceship, and moderator on response quantity and quality. Journal of Marketing Research (JMR), 19(1), 1-13.
Gile, D. (1990). L'évaluation de la qualité de l'interprétation pa les délégués: Une étude de cas. The Interpreters' Newsletter, Dec (03), 66-71. Retrieved July 20, 2019, from http://hdl.handle.net/10077/2156
Gile, D. (1991). A communication-oriented analysis of quality in non-literary translation and interpretation. In Larson, M. L. (Ed.), Translation: Theory and Practice. Tension and Interdependence, (pp. 188-200). John Benjamins. https://doi.org/10.1075/ata.v.19gil
Gile, D. (2009). Basic concepts and models for interpreter and translator training (Vol. 8). John Benjamins Publishing.
Gile, D. (2018). Simultaneous Interpreting. In Chan, S. W. (Ed.), An Encyclopedia of Practical Translation and Interpreting (pp. 531–562). The Chinese University of Hong Kong Press. https://doi.org/10.2307/j.ctvbtzp7q.21
Gile, D. (2018). Research into translation as a specialism: An analysis and recommendations. The Journal of Specialised Translation. https://www.jostrans.org/ issue30/art_gile.php
Greenbaum, T. L. (1996). Understanding focus group research abroad. Marketing News 30: H14. Retrieved June 20, 2021, from https://groupsplus.com/pages/abroad.htm
Greenbaum, T. L. (1998). The Handbook for Focus Group Research (2nd ed.). SAGE Publications.
Greenbaum, T. L. (2000). Moderating focus groups internationally. In Moderating Focus Groups: A Practical Guide for Group Facilitation, 191-200. SAGE Publications. https://www.doi.org/10.4135/9781483328522.n15
Gustafsson, K., Norström, E., & Fioretos, I. (2013). The interpreter: a cultural broker? In: Schäffner, C., Kredens, K., Fowler, Y. (Eds.). Interpreting in a Changing Landscape: Selected Papers from Critical Link 6, 187-202. John Benjamins Publishing Company. Benjamins Translation Library. http://dx.doi.org/10.1075/btl.109
Hale, S., & Napier, J. (2013). Research Methods in Interpreting: A Practical Resource. Bloomsbury Academic.
Hennink, M. M. (2007). International Focus Group Research: A Handbook for the Health and Social Sciences (1st ed.). Cambridge University Press. https://doi.org/10.1017/ CBO9780511619458
Hennink, M. M. (2013). Focus Group Discussions. Oxford University Press.
Huer, M. B., & Saenz, T. I. (2003). Challenges and strategies for conducting survey and focus group research with culturally diverse groups. American Journal of Speech-Language Pathology, 12(2), 209-220. https://doi.org/10.1044/1058-0360(2003/067
Iacono, J., Brown, A., & Holtham, C. (2009). Research methods – A case example of participant observation. The Electronic Journal of Business Research Methods, 7(1), 39-46.
Jääskeläinen, R. (2007). The changing position of “the translator” in research and in practice. Journal of Translation Studies, 10(1), 1-15.
Kadric, M. (2000). Interpreting in the Austrian Courtroom. In Roberts, R. P., Carr, S. E., Abraham, D., & Dufour, A. (Eds.). The Critical Link 2: Interpreters in the Community. (Benjamins Translation Library). John Benjamins Publishing Company.
Kahane, E. (2000). Thoughts on the Quality of Interpretation. AIIC Article. https://aiic.org/document/364/AIICWebzine_May2000_1_KAHANE_Thoughts_on_the_quality_of_interpretation_EN.pdf
Kalina, S. (2005). Quality assurance for interpreting processes. Meta, 50(2), 768-784.
Krueger, R. & Casey, M. (2000). Focus Groups: A Practical Guide for Applied Research. (3rd ed.). Sage Publications.
Kurz, I. (1989), Conference interpreting user expectations. In Hamond, D. (Ed.) Coming of Age. Proceedings of the 30th Conference of the A.T.A. Learned Information Inc. 143-148.
Kurz, I. (2001). Conference interpreting: Quality in the ears of the user. Meta, 46(2), 394-409.
Laver, J., & Mason, I. (2018). A Dictionary of Translation and Interpreting.docx. Retrieved 16 June 2021, from https://www.academia.edu/37923697/A_Dictionary_of_Translation _and_Interpreting_docx
Liamputtong, P. (2011). Focus Group Methodology: Principle and Practice (1st ed.). SAGE Publications Ltd. https://doi.org/10.4135/9781473957657
Liao, H. H. (2005). Quality Standards and Training for Television News Interpreting: From the Perspective of Television News Translators and Interpreters [Master's thesis, National Taiwan Normal University]. National Taiwan Normal University Electronic Theses & Dissertations. https://etds.lib.ntnu.edu.tw/thesis/detail/714ba27bf74390baaba 37c49a19564d5/
Lin, V. H. (2014). Service Quality Model & Expectation Analysis Of Conference Interpreting. [Master's thesis, National Taiwan Normal University]. National Taiwan Normal University Electronic Theses & Dissertations. https://hdl.handle.net/11296/4978t5
López, R. A. (2008). U.S. Hispanic Market — Qualitative Research Practices & Suggestions. QRCA Views, 6(3). 42-55. https://cdn.ymaws.com/www.qrca.org/resource/collection /AA96A06F-BF6E-4E2C-8146-CA689849AE8B/QRCAViews-Spring2008.pdf
Malhotra, N. (2010). Marketing Research: An Applied Orientation (What’s New in Marketing) (6th ed.). Pearson.
Malhotra, N. K., & Birks, D. F. (2006). Marketing Research: An Applied Approach. Pearson Education Limited.
Malhotra, N. K., & Dash, S. (2010). Marketing Research: An Applied Orientation. (6th ed.). Prentice-Hall International, Inc.
Manrai, L. A., & Manrai, A. K. (2011). Cross-cultural and cross-national consumer research in the global economy of the twenty-first century. Journal of International Consumer Marketing, 23(3-4), 167-18
Mariampolski, H. (2001). Guidelines for observing research sessions. In Qualitative Market Research, 169-174. SAGE Publications, Inc. https://www.doi.org/10.4135/ 9781412985529
Marrón, A. (2011). How simultaneous interpreting can best communicate meaning and nuance in foreign-language focus groups. QRCA Views, Winter 2011. Retrieved February 10, 2012, from http://www.mydigitalpublication.com/display_article.php?id= 934977
Merton, R. K., & Kendall, P. L. (1946). The focussed interview. American Journal of Sociology, 51, 541–557. https://doi.org/10.1086/219886
Morgan, D. L. (2001). Focus group interviewing. In Gubrium, J. F., & Holstein, J. A. (Eds.), Handbook of Interview Research (pp. 141-159). SAGE Publications, Inc., https://www.doi.org/10.4135/9781412973588
Moser-Mercer, B. (1996). Quality in interpreting: Some methodological issues. The Interpreters’ Newsletter, 7, 43-55.
Olsen, W. (2004). Triangulation in social research: Qualitative and quantitative methods can really be mixed. Developments in Sociology, 20, 103-118.
Paltridge, B., & Phakiti, A. (2010). Continuum Companion to Research Methods in Applied Linguistics. Bloomsbury Academic.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50. https://doi.org/10.1177/002224298504900403
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Parker, A., & Tritter, J. (2006). Focus group method and methodology: current practice and recent debate. International Journal of Research & Method in Education, 29(1), 23-37. https://doi.org/10.1080/01406720500537304
Pöchhacker, F. (2001). Quality assessment in conference and community interpreting. Meta, 46(2), 410-425.
Pöchhacker, F. (2002). Researching Interpreting Quality - Models and Methods. In Garzone G. & Viezzi M. (Eds.) Interpreting in the 21st Century: Challenges and Opportunities. Benjamins Translation Library, 43, 95–106 https://doi.org/10.1075/btl.43.10poc
Pöchhacker, F. (2016). Introducing Interpreting Studies (2nd ed.). Routledge.
Pöchhacker, F., & Zwischenberger C. (2010) Survey on Quality and Role: Conference Interpreters’ Expectations and Self-Perceptions. AIIC Article. Accessed from https://aiic.org/document/9646/Survey%20on%20quality%20and%20role%20conference%20interpreters%E2%80%99%20expectations%20and%20self-perceptions.pdf
Przepiórkowska, D. (2010). An interpreted focus group interview as a type of interpreter-mediated event. Translation Effects: Selected Papers of the CETRA Research Seminar in Translation Studies 2009. Retrieved February 10, 2012, from https://www.arts. kuleuven.be/cetra/papers/files/danuta-przepiorkowska-an-interpreted-focus-group.pdf
Przepiórkowska, D. (2021). Quality in interpreted focus groups: interpreters’ perceptions. [Manuscript in preparation].
Puchta, C., & Potter, J. (2004). Focus Group Practice. Sage.
Purswaney, P. L. (2015). Profiling interpreters of cross-cultural market research focus group interviews. 翻譯學研究集刊 Studies of Translation and Interpretation, 19, 123-140. 臺灣翻譯學學會. http://www.airitilibrary.com/Publication/alDetailedMesh?DocID= a0000024-201512-201603040029-201603040029-123-140
Quintanilha, M., Mayan, M. J., Thompson, J., & Bell, R. C. (2015). Different approaches to cross-lingual focus groups: Lessons from a cross-cultural community-based participatory research project in the ENRICH study. International Journal of Qualitative Methods. https://doi.org/10.1177/1609406915621419
Ribeiro, R. (2007). The language barrier as an aid to communication. Social Studies of Science, 37(4), 561-584.
Schäffner, C. (2004). Translation Research and Interpreting Research: Traditions, Gaps and Synergies (Current Issues in Language and Society Monographs). Multilingual Matters.
Schumacher, R. (2010). The Handbook of Global User Research. Morgan Kaufmann.
Schütte, H., & Ciarlante, D. (1998). Consumer Behaviour in Asia (International Marketing). Palgrave Macmillan. https://doi.org/10.1007/978-1-349-14862-2
Segal, H. (1998). Simultaneous interpretation in qualitative research. Quirk’s Marketing Research Review, 12(4). https://www.quirks.com/articles/simultaneous-interpretation-in-qualitative-research
Seleskovitch, D. (1977). Why interpreting is not tantamount to translating languages. The Incorporated Linguist, 16(2), 22-23.
Seleskovitch, D. (1994). Interpreting for International Conferences: Problems of Language and Communication (Revised ed.). Pen & Booth.

Setton, R. (2006). Context in simultaneous interpretation. Journal of Pragmatics, 38(3), 374-389.
Setton, R., & Dawrant, A. (2016). Conference Interpreting – A Trainer’s Guide (Vol. 121). John Benjamins Publishing Company. Benjamins Translation Library
Shlesinger, M. (1997). Quality in simultaneous interpreting. In Gambier, Y., Gile, D., & Taylor, C. (Eds.). Conference Interpreting: Current Trends in Research, 23, 123-131. John Benjamins Publishing Company.
Smithson, J. (2007). Using focus groups in social research. In Alasuurtari, P., Bickman, L., & Brannen, J. (Eds.), The Sage Handbook of Social Research Methods 356-371. Sage.
Stejskal, J. (2009). Non-English qualitative research. MRA’s Alert! Magazine, 02/09, 28-30. www.cetra.com/wp-content/uploads/Files/Alert_02 _09.pdf
Stewart, D. W., & Shamdasani, P. N. (2014). Focus groups: Theory and practice (3rd ed.). Sage.
Taylor-Bouladon, V. (2007). Conference Interpreting: Principles and Practice (2nd ed.). BookSurge Publishing.
Temple, B. (2002). Crossed wires: Interpreters, translators and bilingual workers in cross-language research. Qualitative Health Research, 12(6), 844-854.
Temple, B., & Young, A. (2004). Qualitative research and translation dilemmas. Qualitative Research, 4(2), 161-178.
Wang, C. (2017). “Interpreters = Cultural Mediators?” TranslaTologica: A Journal of Translation, Language, and Literature, 1, 93-114.
Wee, C. H., Kau A. K., & Tan, C. T. (1985). Marketing Research in Singapore: With Special Reference to Academic Research. In Sheth, J. N. & Tan, C. T. (Eds.). SV - Historical Perspective in Consumer Research: National and International Perspectives. Association for Consumer Research, 100-104.
Wilkinson, S. (1998). Focus group methodology: A review. International Journal of Social Research Methodology, Theory and Practice, 1(3), 181-204.
Wilkinson, S. (2004). Focus groups: A feminist method. In Hesse-Biber, S. N., & Yaiser, M. L. (Eds.). Feminist Perspectives on Social Research, pp. 271–295. Oxford University Press.
Williamson, D., Choi, J., Charchuk, M., Rempel, G.R., Pitre, N., Breitkreuz, R., & Kushner, K. E. (2011). Interpreter-facilitated cross-language interviews: a research note. Qualitative Research, 11(4), 381-394. https://doi.org/10.1177/1468794111404319
Wadensjo, C. (2014). Interpreting as interaction. Routledge.
Wong, J. P. H., & Poon, M. (2010). Bringing translation out of the shadows: translation as an issue of methodological significance in cross cultural qualitative research. Journal of Transcultural Nursing, 21(2), 151-158.
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
QR Code
QRCODE