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How to Build Trust in Market Research Relationships: A Case Study of a Mid-Size Market Research Company in China

Abstract

Building trust in market research relationships between users and researchers is vital for a market research company's business to thrive. How to build trust is key to success for market research companies, especially for mid-size companies that need to compete with top companies in the industry.

This thesis firstly set up the research constructs by recognizing that trust is a willingness to rely on an exchange partner in whom one has confidence and that trust serves as a central determinant in relationships. By applying Moorman et al.'s 1993 theoretical framework about factors affecting trust, this thesis then conducts an analysis based on the case study of Consumer Search Group, a growing midsize market research companies in China, and aims to 1) find out the factors that are important for a midsize market research company's business to grow, 2) explore the rationale behind, and 3) discuss how to build trust from those factors.

Research results indicate that interpersonal factors, especially willingness to reduce research uncertainties, integrity, collective orientation, and expertise, are the most predictive of trust. To build relationships from these factors, "actively seek out users' research needs", "being honest and offer solutions to problems", "exhibit flexibility", and "show expertise" are suggested ways to build trust accordingly.

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