Consumers Rebel Against Marketers' Endless Surveys

CINCINNATI (AdAge.com) -- Market researchers want Rob Pairan, but he doesn't want them. The Cincinnati administrative assistant gets two to three market-research calls weekly at home, and he's fed up. Usually he ends the call quickly. "Sometimes, when I'm in the mood, I toy with them a little," he said. "I pretend I don't understand what product they're talking about."