search query: @author Zaltman, G. / total: 11
reference: 7 / 11
| Author: | Zaltman, G. Moorman, C. |
| Title: | The importance of personal trust in the use of research. |
| Journal: | Journal of Advertising Research
1988 : OCT-NOV, VOL. 28:5, p. 16-24 |
| Index terms: | MARKETING RESEARCH |
| Language: | eng |
| Abstract: | The most important factor affecting the use of research is the presence or absence of trust. Trust is very important in creating and maintaining relationships between agency and client , researcher and user. Face-to-face interviews were conducted with 93 people and telephone interviews with further 77 people. A set of factors that facilitate and inhibit the development and maintenance of trust has been listed. |
SCIMA