This case is the third case of a series of cases which deal with entire process of doing marketing research. Case © discusses the process of conducting exploratory study. A gorup of MBA students have conducted exploratory study to examine the effectiveness of product placements. They need to decide whether they have adopted a right research design for answeriing the research questions. One of the group members has questioned the use of project techniques in the form of word association test in their study. He is also doubtful about sampling strategy and model of product placement used in the study.