The findings and value of market research depend critically on consumers' understanding of the research objectives and their roles. The present research presents a three-phase investigation of the impact of research participants' theories about their roles: (a) identifying the theories, (b)...

Marketers have been challenged by proponents of individual marketing (e.g., one-to-one marketing) to shift from a focus on market segments to making individually customized offers. Individual marketing methods assume that customers have reasonably stable preferences that can be revealed by...