The case presents a research problem and expects the student to formulate a questionnaire for use by field investigators in a survey. Three different groups of respondents are expected to be covered: 1) recent first time purchasers, 2) repeat purchasers, and 3) purchasers who had bought insurance but have now discontinued for various reasons. The areas for investigation include consumer behavior, motivations in insurance buying, adoption process, decisionmaking process in the purchase of this product, consumer product fit, consumer knowledge as to different policies available, and choice of agent and experience with him.