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US-based fast moving consumer goods (FMCG) major, Proctor and Gamble (P&G) is believed to have pioneered the marketing research concept way back in 1924. The case gives a brief account of the evolution and growth of P&G''s marketing research efforts. The various marketing research tools used by the company are discussed in detail and several real life instances are narrated. The case also highlights the recent marketing research initiatives of P&G, including the thrust on on-line market research. The benefits to the company from its off-line and on-line market research initiatives are also discussed. The case is structured to enable the students to: (1) understand the importance of marketing research for a large, global FMCG company; (2) learn about various marketing research tools employed by P&G and the benefits reaped; (3) understand how the Internet could be effectively used to conduct market research and the benefits of doing so; and (4) examine the possible limitations of on-line market research. The case is aimed at MBA/PGDBA students and is intended to be part of the marketing curriculum. The teaching note does not contain an analysis of the case.