Final answer:
The step in the traditional market research process that involves identifying possible sources of SRC bias is C) Problem definition. It is crucial to analyze sources for potential bias to ensure the validity of the research findings.
Step-by-step explanation:
In the traditional market research process, the step that calls for identifying possible sources of Self-Reference Criterion (SRC) bias is C) Problem definition. When defining the problem, it's vital to analyze sources to ensure they are free of bias that can skew the research findings. As you progress in your market research, you begin by collecting data through various methods, such as surveys and interviews. During the problem definition phase, it's imperative to evaluate these sources in terms of research needs and to be cautious of SRC bias that may affect the validity of the research.
SRC bias can occur when a researcher unconsciously projects their own cultural values and understandings onto the research findings. To avoid such bias, careful consideration and analysis of data sources, including literature reviews and existing studies, must be performed. This necessitates a clear understanding of one's own cultural assumptions and the ability to critically evaluate how these may affect the interpretation of data.