Which of the following factors is mainly responsible for a perceptual bias when interpreting the characteristics of a product?
A) Poor product knowledge.
B) Noise in the communication channel.
C) Market analyst's self-reference criterion.
D) Multitude of competing products.
E) Market analyst's intelligence quotient.

Question

Quizplus · Accepted Answer

A market analyst's self-reference criterion (SRC) may cause a perceptual bias when interpreting the characteristics of a product. Thus, instead of evaluating product characteristics from the foreign user's frame of reference, the marketer might analyze them from his or her frame of reference, leading to a misinterpretation of the product's cultural importance.

Which of the Following Factors Is Mainly Responsible for a Perceptual