Checking a translated document against the original and making sure that everything is correct. Proofreading is the process of examining a text and looking for spelling, grammar, syntax and punctuation errors, typos and other unintended mistakes. In market research specifically, this includes the process of adapting a questionnaire or stimuli that has been previously translated into multiple languages to a specific country or region. This process might include adapting graphics; adopting local currencies; using proper format for date and time, addresses, and phone numbers applicable to the location; the choices of colours; cultural references; and many other details, including rethinking the way questions are asked. All these changes aim to recognise local sensitivities, avoid conflict with local culture, customs, common habits, and enter the local market by merging into its needs and desires.
For example, you might have translated your materials into French and have interviews in Canada. In this instance you might think using the French versions will be adequate, but you could have many surprises if you have not localised into French Canadian beforehand for were you to translate "liquor" into "liqueur", you would actually be asking your French Canadians their thoughts about a soda