CoChat
Sign Up
Cited by 3,659Customer Service Quality and LoyaltyBusiness and Management StudiesMarketing and Advertising Strategies

The DOI matches its Crossref record; 95 of the 95 references it cites were found in a registry or an index.

Factors Affecting Trust in Market Research Relationships

Moorman, Christine, Deshpandé, Rohit, Zaltman, Gerald·1993·Journal of Marketing
DOI 10.1177/002224299305700106
Open this paper in CoChat — free account

Abstract

Building on previous work suggesting that trust is critical in facilitating exchange relationships, the authors describe a comprehensive theory of trust in market research relationships. This theory focuses on the factors that determine users’ trust in their researchers, including individual, interpersonal, organizational, interorganizational/interdepartmental, and project factors. The theory is tested in a sample of 779 users. Results indicate that the interpersonal factors are the most predictive of trust. Among these factors, perceived researcher integrity, willingness to reduce research uncertainty, confidentiality, expertise, tactfulness, sincerity, congeniality, and timeliness are most strongly associated with trust. Among the remaining factors, the formalization of the user's organization, the culture of the researcher's department or organization, the research organization's or department's power, and the extent to which the research is customized also affect trust. These findings generally do not change across different types of dyadic relationships.

Overview

Integrity signals

Registry

Crossref · 10.1177/002224299305700106

Cites

95 of 95 references verified0 citation errors · 0 not checkable

Statistics

Recomputing p-values needs the paper’s full text.

Verification

Claims the paper makes

This paper’s full text isn’t openly available, so its claims and self-check weren’t run. The registry and citation checks still apply.

Claims other papers make about this one

Each is checked against this paper’s own text: does it say what the citing paper says it does?

Citations

Cites

Show all 95 references

Research works printed but not linked: 17

  1. Arrow Kenneth, 1974, The Limits of Organization.
  2. Austin Jon, 1991, 1991 AMA Educators’ Proceedings, 133
  3. Barabba Vincent, 1991, Hearing the Voice of the Market.
  4. Barber Bernard, 1983, The Logic and Limits of Trust.
  5. Caplan Nathan S., 1975, The Use of Social Science Knowledge in Public Policy Decisions at the National Level.
  6. Cohen Jacob, 1983, Applied Multiple Regression for the Behavioral Sciences
  7. 10.1177/002224298905300102 · DOI
  8. Dwyer F. Robert, 1986, 1986 AMA Educators’ Proceedings, 40
  9. 10.1177/002224299005400201 · DOI
  10. Pruitt Dean G., 1981, Negotiation Behavior.
  11. Quinn Robert E., 1988, Beyond Rational Management.
  12. Rempel John K., 1986, Psychology Today, 20, 28
  13. Rogers Everett M., 1983, Diffusion of Innovations.
  14. RootAnn, and KinnearThomas C. (1991), “The Effects of Content Agreement, Decision Making Stage and Supplier Credibility on the Evaluation and Use of Marketing Research,” paper presented at the Marketing Science Institute, Cambridge, MA (June 4).
  15. 10.1177/002224298705100207 · DOI
  16. Zaltman Gerald, 1988, Journal of Advertising Research, 28, 16, 10.1080/00218499.1988.12467733 · DOI
  17. Zaltman Gerald, 1989, Journal of Advertising Research, 28, 11, 10.1080/00218499.1988.12467723 · DOI

Cited by

Sorted by citations

See all 3,659

Related

See all

Metadata

Authors
Moorman, C., Deshpandé, R., & Zaltman, G.
Affiliations
  • University of Wisconsin–Madison (US)
  • Dartmouth College (US)
  • Harvard University (US)
ORCID
Moorman, Christine
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
1993-01
Volume
57
Issue
1
Pages
81-101
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1177/002224299305700106
OpenAlex
W2070951272
Cited by
3,659
References
95
Citations by year
2026: 44 · 2025: 66 · 2024: 112 · 2023: 104 · 2022: 141 · 2021: 173 · 2020: 157 · 2019: 159 · 2018: 133 · 2017: 167 · 2016: 161 · 2015: 203 · 2014: 208 · 2013: 196 · 2012: 188
FWCI
21.37
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
Journal of Marketing (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Business and International Management › Business and Management Studies
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
trust, exchange relationships, interpersonal trust, scientific uncertainty, confidentiality, researcher expertise, organizational factors, interorganizational relationships, dyads

About these checks

Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

Statistics and arithmetic are recomputed, not judged.

Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.

What counts as a claim ›How we measure confidence ›How we check this ›

Are you an author, or do you see a problem with this page? Request a review

How to cite

Cite CoChat for the checks on this page, and the paper for its own findings.

This page
CoChat. (2026). Citation check: Factors Affecting Trust in Market Research Relationships. https://app.cochat.ai/papers/10.1177/002224299305700106
The paper
Moorman, C., Deshpandé, R., & Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing. https://doi.org/10.1177/002224299305700106