What got me thinking about this is the fact that my car lease is ending and I'm shopping. The last three times I've leased a new car, the process of picking it up has been identical. I go in, pay some money, sign a bunch of forms I don't understand, get a tour of the car's features and then I'm told that I'll be getting a survey and that I should give the highest marks on everything. Sometimes the salesman says "if there is something you can't give the highest mark on, tell me what I have to do to earn it", but they always say, "If I don't get the highest mark it will hurt my commission."
I recognize that the car company might not view this or use this as they would pure market research. In many respects they are like response cards (like hotels or restaurants use) or invitations to do a survey found on receipts. Even without all the controls pure market research puts in place, the data generated by these efforts can have tremendous value. My firm, for example, has used them to help establish the bottom line impact of various attributes.