I wound up looked like a leopard! Trust lies at the core of all our relationships and is the currency of influence in every workplace and organization. And yet if you ask 100 people exactly what ...

Moorman, C., R. Deshpande, and G. Zaltman. "Factors Affecting Trust in Market Research Relationships." Journal of Marketing 57, no. 1 (January 1993): 81–101.