Today we are living in a rapidly changing world. Markets are also part of this dynamic set up, where it becomes very difficult to foresee the ensuing market trends or the shifting customer preferences. In present day business life, the old ‘gut feelings’ approach may burn our fingers very badly. Market Research is the only option that can throw light into the ‘fog in the runway ahead’ to some extent. A process called globalization, originated in the eighties, has changed the market place to a ‘buyers’ market’. It helped marketing research to occupy a respectable slot in the close-knit elite fraternity of Marketing & Sales. From, “MR? What’s that?” of the 70’s to “MR? Why not?” in present times, which is just one-step away from “MR? which is just one-step away from “MR?? Yes we must”, it is a great leap forward. It was just a few years back, managers used MR to justify their earlier decisions, or to ‘legalize’ the gut feelings. Presently, the Market Research Industry worldwide has crossed $25 billion mark. While 80% of the market share is held between Europe and North America, India’s share in this sphere is insignificant. However, with a growth rate of 16% India is way ahead of the average global rate of 5% growth per annum. From a trifling market size of $145 million in 2007-2008 India’s market research market is projected to reach a more respectable $800 million in 2012. In a free market setting, if the product/service to market relationship were not defined, the former would not stand the onslaught of the powerful market forces. Here, a good MR makes the difference. However, a good MR is not something that fall from the sky in a pleasant morning. It has to be designed to match the requirements. For that, everything from sample design, technique(s) selection, methodology, instrument(s) design, data collection, data entry, tabulation, analyses to interpretation must be professionally handled. This is where you must carry out research on the MR agencies to select the right one to do your job.