Before defining the problem, the researcher must isolate and examine the impact of the self-reference criterion (SRC), or the unconscious reference to one's own cultural values. Which of the following steps does not help researchers account for environmental and cultural differences when defining the problem in an international marketing context?
A) Define the marketing research problem in terms of domestic environmental and cultural factors. This involves an identification of relevant American (domestic country) traits, economics, values, needs, or habits.
B) Define the marketing research problem in terms of foreign environmental and cultural factors. Make no judgments. This involves an identification of the related traits, economics, values, needs, or habits in the proposed market culture. This task requires input from researchers familiar with the foreign environment.
C) Isolate the self-reference criterion (SRC) influence on the problem and examine it carefully to see how it complicates the problem.
D) All of the above are correct.
Answer: D