In this study, we answer the above call for research byexploiting a unique database to which we obtained access.Our research site uses customer satisfaction measuresobtained from the same customer population by two dif-ferent consulting firms, one of which gathers its measuresat three different points in time. The company from whichwe obtained these data is a large privately-owned home-builder (hereafter referred to as “IJK Homes” or “IJK”). Oneof the consulting firms that gathered customer satisfactionmeasures for IJK is a large, well-known, national consumersentiment survey research firm (hereafter “NF”) thatcollects customer satisfaction data across a wide range ofindustries. This firm administers its survey questionnairesin the second quarter of each calendar year to those whohave purchased homes in the prior calendar year. Theother survey research firm (hereafter “BF”) is a small,boutique firm that focuses on the homebuilding industry.BF measures customer satisfaction at three differentpoints in time—30 days, 5 months, and 11 months afterthe purchase of the home. These data allowed us to testthe effects of measurement timing on the informationcontent of customer satisfaction measures, while holdingthe setting constant