Final answer:
In the traditional market research process, identifying possible sources of SRC bias usually takes place during the 'Problem definition' phase, which is critical in shaping the research's direction and ensuring objectivity.
Step-by-step explanation:
When discussing which step in the traditional market research process calls for identifying possible sources of Self-Reference Criterion (SRC) bias, the answer is A. Problem definition. SRC bias is a subconscious reference to one's own cultural values, experiences, and knowledge as a basis for decisions. This bias can greatly influence the research process and interpretations of data.
During the problem definition stage, researchers should recognize their own potential biases and assumptions that could skew their understanding of the research problem. Being aware of SRC bias at this stage is essential because it shapes the direction of the entire project and impacts every subsequent step.
This awareness ensures that the formulated research problem is not inherently biased towards the researcher's own cultural understanding but is instead objective and relevant to the target audience or market under study. Only after acknowledging and addressing potential biases can the researcher proceed to the next steps like information requirement, assessing the value of research, choosing the unit of analysis, and examining data availability.