A comprehensive theory of trust in market research relationships is described. The theory builds on previous work suggesting that trust is critical in facilitating exchange relationships and focuses on the factors that determine users' trust in their researchers, including individual, interpersonal, organizational, interorganizational-interdepartmental, and project factors. The theory is tested in a sample of 779 users. Results indicate that the interpersonal factors are the most predictive of trust. Among these factors, perceived researcher integrity, willingness to reduce research uncertainty, confidentiality, expertise, tactfulness, sincerity, congeniality, and timeliness are most strongly associated with trust. Among the remaining factors, the formalization of the user's organization, the culture of the researcher's department or organization, the research organization or department's power, and the extent to which the research is customized also affect trust.

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