The article by Christine Moorman, Rohit Deshpandé, and Gerald Zaltman, published in the *Journal of Marketing*, explores the factors that influence trust in market research relationships. The authors develop a comprehensive theory of trust, focusing on individual, interpersonal, organizational, interorganizational/interdepartmental, and project factors. They test this theory using a sample of 779 users and find that interpersonal factors are the most predictive of trust. Key interpersonal factors include perceived researcher integrity, willingness to reduce research uncertainty, confidentiality, expertise, tactfulness, sincerity, congeniality, and timeliness. Organizational factors such as formalization, culture, power, and customization also affect trust. The study highlights the importance of trust in market research relationships, where users often rely on researchers to ensure quality and interpret implications correctly for their firm. The findings suggest that trust is influenced by both belief and behavioral intention components, and that vulnerability and uncertainty are critical to trust. The article also discusses the implications and limitations of the study and offers suggestions for future research.The article by Christine Moorman, Rohit Deshpandé, and Gerald Zaltman, published in the *Journal of Marketing*, explores the factors that influence trust in market research relationships. The authors develop a comprehensive theory of trust, focusing on individual, interpersonal, organizational, interorganizational/interdepartmental, and project factors. They test this theory using a sample of 779 users and find that interpersonal factors are the most predictive of trust. Key interpersonal factors include perceived researcher integrity, willingness to reduce research uncertainty, confidentiality, expertise, tactfulness, sincerity, congeniality, and timeliness. Organizational factors such as formalization, culture, power, and customization also affect trust. The study highlights the importance of trust in market research relationships, where users often rely on researchers to ensure quality and interpret implications correctly for their firm. The findings suggest that trust is influenced by both belief and behavioral intention components, and that vulnerability and uncertainty are critical to trust. The article also discusses the implications and limitations of the study and offers suggestions for future research.