This case is based on a research project conducted by us, during summers of 2014. The rising competition in the Indian pharmaceutical industry prompted us to explore the pen habits of Indian doctors in the northern region of India. The case explains the methodological approach used by the two authors to conduct the project and overcome research barriers. The case is specifically intended to explain to students as to what aspects should be taken into consideration while designing a questionnaire and how factor analysis should be conducted. Furthermore, the case explains how the two authors draw the managerial implications with respect to the pen habits of doctors, based on factors derived from the study
