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Rahul Leathers, a leather goods manufacturing company participates in a trade show in Japan and sends two of its employees to attend the fair. The aim of the company is to find prospective customers for their products in that country and the employees are given the responsibility of conducting market research through a survey in a trade show. While one of them is experienced in conducting such surveys, the other one is an amateur. Both of them discuss the dos and don''ts of a survey process and the importance of identifying the right category of people and questions to be asked. The case study is meant to highlight the importance and various concerns of each step involved in the process of designing the right instrument to communicate with the participants in a survey. This case study can be used for: The different phases in designing the instrument for participant communication, Strategic concerns while designing investigative and measurement questions, Issues involved in designing the questions and response strategies, Overcoming instrument problems and pre-testing.