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K Baburajan
Bangalore, May 19: Gallup MBA India Pvt Ltd, a leading market research agency, has decided to re-enter the opinion poll segment next year. A few years ago the company had conducted opinion polls for Tamil Nadu assembly elections.
A senior company official said the outcome of the opinion poll in Tamil Nadu conducted by Gallup MBA India was almost correct and since India shows a propensity for frequent elections in the coming years, this would be a potential area of operations for the company.
``However, we will not conduct any survey for the forthcoming Lok Sabha elections as the company is not yet prepared for the same. To start with, the company will make a debut in this segment by conducting an opinion poll for a state-level election,'' Gallup India director Mathew Paul said.The company does not perceive surveys conducted on the Internet as a major threat. ``These surveys do not cover the real masses in the country. It covers only those people who have access to the Net. Since the Net is not catchingup fast in the rural areas of the country, we have to adopt conventional way of research,'' he added.
In India, this may not be a profit-raking business. But the predictions and the coverage would further enhance the brand equity of Gallup MBA. Gallup Organisation of the US, which holds 70 per cent stake in Gallup MBA India, has already been conducting opinion polls in America.
Meanwhile, Gallup MBA India on Tuesday announced the company's plans for conducting ``The 1999 Gallup Workplace Summit'' in Mumbai on June 7. The workplace summit would offer the company's most comprehensive research findings to date answering the question: ``What are the links between profits, sales, loyalty and employee attitudes?''.
The one-day summit is being conducted as part of Gallup Organisation's initiative to help build high-character, long-lasting and sustainable organisations. The five-session one-day meet aimed at corporate leaders and HR managers, is based on an analysis of 2,600 business units and defines thebenchmarks for workplaces and explains the changes required to affect business outcomes.
Gallup Organisation president and chief executive officer James K Clifton and his team of managing consultants--Curt Coffman, Kathie Sorensen, Glenn Phelps -- would present the research papers at the summit, while Paul would unveil the findings of a study done to measure workplace attitudes and prioritize `people issues' in Indian companies today.
According to Gallup India managing director CK Sharma, the opening session would deal with the path a company should follow to build a strong, high character organisation, while the second would present the various workplace discoveries and explain which employee attitudes are most closely linked to customer loyalty, productivity, profitability and sustainable growth.
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.
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