terminology management in technical communication · terminology management in technical...

Terminology Management in Technical Communication

TSS 2011 – July 2011 – Cologne

Klaus-Dirk SchmitzInstitute for Information ManagementFaculty 03University of Applied Sciences [email protected]

K.-D. Schmitz, IIM, FH Köln

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What is terminology ?


Note: If you omit the password, MultiTerm prompts you for a password when loading, assuming the database is password-protected. If you log on as the system administrator, you are normally asked whether you want exclusive access to the database. This is not the case when opening a database using parameters; in this case, it is assumed that you do want exclusive access. Only when exclusive access is not available, MultiTerm does assume that you still want to take part in normal multi-user operation.



Note: If you omit the password, MultiTerm prompts you for a password when loading, assuming the database is password-protected. If you log on as the system administrator, you are normally asked whether you want exclusive access to the database. This is not the case whenopening a database using parameters; in this case, it is assumed that you do want exclusive access. Only when exclusive access is not available, MultiTerm does assume that you still want to take part in normal multi-user operation.




databaseexclusive accessloadinglog onMultiTerm *multi-user operationopen a databaseparameterpasswordpassword-protectedpromptsystem administrator

terminology =vocabulary of a subject field=

Gesamtheit der Begriffe und Benennungen in einem Fachgebiet(DIN 2342)

=

set of designations belonging to one special language (ISO 1087-1)


„mouse“

concept

objectterm

Terminological Triangle


Object

Any part of the perceivable or conceivable world

Objects may be material (e.g. mouse) or immaterial (e.g. magnetism)


Concept

Unit of thinking made up of characteristicsthat are derived by categorizing objects having a number of identical properties (DIN)

Unit of knowledge created by a unique combination of characteristics (ISO)

Concepts are not bound to particular languages. They are, however, influenced by social or cultural background


Term

Designation of a defined conceptin a special languageby a linguistic expression

Designation: Any representation of a concept

A term may consist of one or more words A term may consist of one or more wordsSingle word term: mouse, printer, laser

Multi-word term: laser printer, printer with single-sheet feed

“mouse”


Synonymy

“return key?”

Communication can be disturbed!

“enter key”


Synonymy

Synonymy exists

if two or more

terms in a given

language

represent the

same concept.


Synonymy


Homonymy / Polysemy

“mouse”

Communication can fail!


Homonymy / Polysemy

Polysemy: etymological affinity,

the same word.

Homonymy exists if one term or

several terms that have the

same external form refer to

several concepts.

True homonymy: different

words with the same form, no

etymological affinity.

Differentiation between

polysemy and homonymy is

irrelevant for terminology work.


Coining new terms


Coining of terms: word formation + term buildings mechanisms

Composition: cyberspace, translation memory system

Derivation: preface, management

Conversation: the chair to chair, green (adj) the green

Terminologization: mouse (IT) mouse (bio, general),

virus (IT) virus (med)

Loan word: festschrift, zeitgeist from DE, rickshaw from JP

Abbreviation: CEO, AIDS, scuba, Interpol

New creation: blurb, quark (very rare)

Term-related issues

K.-D. Schmitz, IIM, FH Köln© Prof. Dr. Petra Drewer & Prof. Dr. Klaus-Dirk Schmitz

• USB flash drive

• flash drive

• USB stick

• USB memory key

• memory stick

• keydrive

• pendrive

• thumbdrive

• jumpdrive

• etc.

Selecting “good” terms


Criteria for the selection and creation/coining of terms:

Transparency/motivation

Consistency

Appropriateness

Linguistic economy

Derivability

Linguistic correctness

Preference for native language

Term-related issues


Terminology is an important carrier of knowledge for domain-specific information in companies

Within a company, but also between company and customers as well as between company and suppliers

Many departments and sectors of a company create, disseminate, retrieve and use terminology

BUT: Terminology management is discussed controversially:

Costs + effort

Quality and efficiency

Therefore: Costs and benefits of terminology management

Terminology in companies


Successful terminology management in companiesPractical tips and guidelines: Basic principles, implementation, cost-benefit analysis, system overview

published in German 4/2010, about 300 pages, CD with data

also available in English

tekom survey


Online questionnaire end of 2009

about 1,000 sent out, mostly to tekom members

High response rate of 940 questionnaires (77% tekom)

34% managerial staff and CEOs64% employees

67% industrial enterprises15% software companies13% service providers (TD / translation / localization)

(And: questionnaire for tools providers, questionnaire for benchmarking companies (25), 2 benchmarking workshops)

tekom survey


At an average, a company

has to manage 11.81 different information products

is creating 5.87 different technical documentations

has to deal with the fact, that 5.04 different sections/ departments are involved in the process of creating (new) terms

is translating information products into 10.1 different languages

tekom survey: the situation


Product planning and

development

Product usage

Product maintenance

R&D & Product management Information pertaining to product release changes

Marketing and product management Product information sheets for pre-sales

Marketing Marketing material

Customer presentations

Sales and Marketing &TD Product catalogues

Price catalogues

Contract documents

Corporate communications Press releases

R&D & Product Management Product specifications

R&D Procedural instructions

Process documentation for product development

CAD graphics, 3D-models pertaining to the product

Laboratory manuals

R&D & software development Software GUIs / user menus

R&D & TD marketing Images pertaining to the product

R&D & TD Data sheets

Parts lists

R&D & Marketing Packaging labels / product labels

QM Quality documentation

TD Maintenance/Service manuals

TD & Service Repair manuals

Spare parts catalogues

Product marketing

Technical Communication (TD) Montage and installation instructions

Commissioning manuals

Online help

Training & TD Training documents

Marketing and TD Multimedia/simulation programs

TD & R&D & software dev. User interfaces(GUIs) / softwaredescriptions

R&D Control elementsand labels


Who is creating terminology?

Technical documentation 79.7%

Research / (software) development / engineering

79.7%

Marketing 63.5%

Product management/ Portfolio management

61.3%

Translation / Localization 40.4%

Distribution / Sales 39.3%

Customer service / After sales 30.7%

Training 28.4%

Management board 26.3%

Corporate communications / Public relation

24.4%

Quality assurance / Quality management 16.3%

Purchase / Procurement 12.3%

Montage / Assembly planning / Production

12.3%

Servicing / Maintenance 8.2%

IT service 6.7%

Multiple answers, average 5.04different departments/ sections


84.2 % report, that always or very frequently various departments/sections use different terms for the same concept

70.7 % report, that always or very frequently differing terms for the same concept are used in various documents

47.1 % of the staff always or very frequently have problems in understanding technical terms on the spot

51.1 % of the staff always or very frequently have to ask for or retrieve the correct term for a given concept

Terminology problems


Consequences: Terminology problems


Opinions about terminology

96,0%96,0%96,9%

87,7%

sehen die Zeitersparnis in

der Kommunikation und

Arbeit als eher groß bis sehr

groß an

halten die

Arbeitserleichterung für eher

groß bis sehr groß

schätzen die

Qualitätsverbesserung von

Dokumenten und in der

Kommunikation als eher

groß bis sehr groß

gehen von einer eher großen

bis sehr großen Erleichterung

der Verständlichkeit für den

Kunden aus

Saving time Making work easier

Improving quality

Better understanding

for the customer


Some other industry studies…

Terminology work is necessary for between 4% and 6% of all words in a text (Champagne)

In the automotive industry, almost 50% of translation errors are “wrong term” (Woyde)

40% of time required for text production is terminology work (Stellbrink)

Between 30% and 70% of errors in technical documentation are terminology errors (Schutz, and MULTIDOC)

Return on investment: 10% ($100 investment yields $110 return) (Champagne)

Outsourced translations may be 50% more expensive if source terminology is inconsistent (Kjeldgaard)

© Kara Warburton


Courtesy of Rick Woyde

© Kara Warburton


Terminology tools increase productivity by approx. 20% (Champagne)

Without a central reference, each needless search can take 20 to 30 minutes (Champagne)

It costs 10 times more to fix a term at the end of the production cycle than at the beginning (Xerox, JDEdwards)

Inconsistent or inaccurate terminology raises service costs

Terminology mistakes can lead to lawsuits for copyright or trademark infringement, or for damages due to defective products or incorrect user documentation.

Some other industry studies…

© Kara Warburton


And: Context, Example, Synonym, No-Term, Source, Explanation, References, Position numbers, short forms

Documentation of terminology

Definitions 84.3%

Subject field information 78.2%

Status (preferred, admitted, deprecated, do not use etc.) 72.3%

Grammatical information (Gender, POS, Number etc.) 51.4%

Project, product, customer, department information 44.9%

Illustrations 34.8%

Terminology documentation


1. Analysis of the problem

2. Analysis of the impact (very often, very expensive, bad quality)

3. Framework conditions for the value of benefit (many

documents, high volumes, many languages, using TMS, using CMS)

4. Definition of goals (management triangle: costs, time, quality)

5. Analysis of benefit (consistent terminology, less changes, higher

TM match rate, less queries by translators)

6. With/without comparison

7. Analysis of costs (initial costs: system, implementation, training;

running costs: licenses, personnel, working hours)

8. Cost-benefit analysis

9. Success factors and risks (early, involve all, workflow)

Model for a cost-benefit analysis


For a specific application scenario:

Costs for changes of terms in the source language

Costs for queries from translators

Costs for terminology related translation corrections

Translation costs

e.g. for changes of terms:

duration in number of hours of work for making changes

wages for the hours of work

number of changes made per document

number of newly created documents per year

And: when changes? in which formats/systems? with/without termbase!

Key performance indicators: benefits


For a specific application scenario:

Procurement costs for a termbase system (12,000-40,000 €)

Costs for system support and update (1,100-9,000 €)

Time for one SL term entry (ø 30 min) plus TL info (ø 20 min)

Number of new entries/year (60-600) + updated entries (100-1200)

Monthly salaries for the terminology staff

Key performance indicators: costs


Cost-benefit analysis

Degree of NecessityType of Problems

Degree of Effects

Framework Conditions

for Optimum Usage

e.g. Number of Languages

e.g. TMS Usage

e.g. Number Employees TD

Alternatives

Benefit Key Indicators:e.g. Costs for Source Text Changes

Costs for Answering Translators Questions

Costs for Target Text Corrections

TMS Match Rates

Cost Key Indicators:e.g. Investment Costs for TermBase System

Costs for Training Personnel

Running Costs for Terminology Management

System Maintenance

Without Defined

Terminology

With Defined

Terminology

(Without Defined

Terminology)

With Defined

Terminology

Figures to Compare from Benchmarking or Estimation

Evaluation and Comparison Benefit Evaluation and Comparison Costs

e.g. Amount of Translation


Salary

expenses

- 200 000 €

+ 200 000 €

- 150 000 €

- 50 000 €

- 100 000 €

+ 150 000 €

+ 50 000 €

+ 100 000 €

Licenses

Initial

investment

Salary

expenses

Licenses

Translator

queries

Changes

Translation

costs

Corrections

Translator

queries

Changes

Translation

costs

Corrections

Translator

queries

Changes

Translation

costs

Corrections

Salary

expenses

Licenses

Salary

expenses

Licenses

2. Year1. Year 3. Year 4. Year

ROI

Break-

Even-

Point

Cost-benefit analysis: sample


Pain curve for terminology management

Source: Dunne, Keiran; Multilingual, April 2006


Terminology error propagation

Source: Dunne, Keiran; Multilingual, April 2006


Source: Childress, Mark; Multilingual, April 2006

Terminology error propagation


You will find terminology problems in many companies

In any case, terminology management will improve important factors such as: better communication, consistent corporate language, avoidance of errors and misunderstanding, faster training, better translations

Not all benefits are easy to calculate and quantify

Benefits and ROI depend on several company specific framework conditions

Terminology management is no luxury, it is a necessityfor all industrial companies and service providers,and this can be documented by key indicators

Conclusion 1


Only excellent managed terminology can guarantee a high quality information and communication:

follow guidelines for term creation and term selection

model your termbase with concept orientationand term autonomy, and include appropriate data categories for documenting terms

Wrong decisions and mistakes can later be repaired only with huge efforts and costs !

Conclusion 2

Thank you for your attention

Prof. Dr. Klaus-Dirk Schmitz

Fachhochschule KölnFakultät 03 - ITMK/IIM

Mainzer Str. 5

50678 Köln

[email protected]

terminology management in technical communication · terminology management in technical...

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