A researcher who applies the self-reference criterion when performing international market research will most likely be objective during the process.

Question

Quizplus · Accepted Answer

The self-reference criterion (SRC) is the unconscious reference to one's own cultural values when interpreting and assessing information from other cultures. When a researcher applies the SRC, they may not be fully aware of their biases and may unintentionally project their own cultural assumptions onto the research results. This can lead to a lack of objectivity in the research process. To be truly objective, researchers should strive to minimize the influence of their own cultural background and biases on the research process.

A Researcher Who Applies the Self-Reference Criterion When Performing International