A Research Study On Trust

1809 Words8 Pages
Literature Review One of the most hotly debated topics today is that of the development of trust. One study explores the topic of trust as it relates to exchange partners in a researcher-user relationship (Moorman, Zaltman & Deshpande, 1992). Trust plays a role in marketing research to the extent that, without trust, research quality would be virtually non-existent (Moorman et al., 1992). Also, without trust, practitioners would not be willing to use research in a business environment. Trust is also the backbone that solidifies those relationships between researchers and users (Moorman et al., 1992). The trust theory also makes researchers more cognizant of the end-users needs and, therefore, more customer-centric and less concerned only about the technical aspects of research (Moorman et al., 1992). In addition, the key to effective research and the development of trust is for the researcher to be able to put his findings into a format that is understandable by the average manager. A topic that is closely related to trust is ethics. Morals and ethics are close cousins to one another and these principals cannot exist without a close connection to one another (Ferrell & Gresham, 1985). Ethical dilemmas are the reason that many theories have been developed in order to create ethical decision making in the field of marketing (Ferrell & Gresham, 1985). One such theory is that of the differential association theory (Ferrell & Gresham, 1985). This theory focuses on the
Open Document