Business Intelligence

Consequences Of Trust Between Marketing Managers And Market Research Professionals On The Use Of Information

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Executive Summary

The theme of trust in market research relationships has appeared with increasing frequency as the topic has grown in importance. Most of the work in this area has mainly studied antecedents of interpersonal trust, but devoted less attention to the performance outcomes. In the paper the authors propose and test a conceptual framework that examines both the antecedents of trust between marketing managers and market researchers and its consequences on perceived market research information quality and the use of market research information in decision making.

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