If Mr.

Suri goes in for a market research, he needs the following issues to be sorted out:
1) The questionnaires designed should be good enough to elicit a genuine response from the
customer.
2) The sample tested should be representative of the entire population.
3) The customer should be sure about what he is answering.
4) The survey should not be too expensive.
Now, there are three types of research designs: Exploratory research, descriptive research and
experimental research. With the kind of result-oriented analysis Suri is looking for, a Descriptive
Research looks the most apt. It is an exhaustive form of research which clearly defines the who,
what, when, where, why etc of the research. It is the best tool when it comes to predicting the
future demand for the product and determining the usage of the same.
Coming to tools for collecting data, we need to use a form of primary research to meet Suris specific
objectives. Now, panels are a good way of conducting research- however, it might not represent the
entire population. Hence, we can use a combination of panels and questionnaires (or interviews and
psychologists) to gauge the interest and buying behaviours of the consumer.