Working Papers

Relationships Between Providers and Users of Market Research: The Role of Personal Trust

Christine Moorman, Rohit Deshpande, and Gerald Zaltman

Jan 1, 1993

Explores the factors that build and sustain trust between market research users and providers, the role of trust in enhancing the use of market research information, and how trust affects the interactions between users and providers.

This resource is not available online.

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