In global marketing research, the marketing research problem formulation is often hindered by the _____ where a person's habit is to fall back on their own cultural norms and values.

Question

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The self-reference criterion refers to the unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decisions. In global marketing research, this can hinder problem formulation as it may lead to misinterpretation or misunderstanding of cross-cultural factors.

In Global Marketing Research, the Marketing Research Problem Formulation Is