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Chapter 6 Global Information Systems and Market Research - page 28 / 48

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28 / 48

6-28

Overcoming the SRC

Self-Reference Criterion occurs when a person’s values and beliefs intrude on the assessment of a foreign culture

Must be aware of SRC’s

Enhances management’s willingness to conduct market research

Ensures that research design has minimal home-country bias

Increases management’s receptiveness to findings

No right or wrong, just different

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