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Management Development Program


Marketing Research for Decision Makers.

(4th & 5th January 2011)

Resource Person

Madhav. N. Seagal, Ph.D, Director- Master of Marketing Research Program,

Southern Ilionies University, Edwardsville USA.

About the Accurate Group of Institutions
(Approved by AICTE, Ministry of HRD, Govt. of India)
(ISO 9001: 2000 and ISO 14000: 2004 certified)

The Institute has been ranked at "No. 1 among the promising business schools" in the B-
Schools' Rankings conducted by GHRDC and Published by Competition Success Review in
November 2009 issue. The Institute has been ranked as an "A" Grade Business School in
the B-Schools Survey by Business India in 2009. The Institute has been ranked as No. 1 in
terms of infrastructure by Business and Management Chronicle 2007. The Institute is the
recipient of "Best Management Institute" and "Best Campus Award" at the recently
concluded AIAC-"Rashtriya Shiksha Shiromani Award. The Institute has tie-up with
Nanyang Technological University (NTU), Singapore and University of Auckland, New

The Institute has been awarded "Best Placement amongst Management Institutes" in
Delhi/NCR by "Times Research" in May 2010.The Institute has also been awarded "Best
Institute in Academic Excellence" in Delhi/NCR by "Times Research" in May 2010.

Accurate Transformers Limited is a listed, public limited manufacturing house for

Distribution and Power Transformers. ATL is a flagship company of Accurate Group with
diverse interests in manufacturing (Electronic and Electromechanical Energy Meters,
Overhead ACSR, AAAC and AAC Conductors) and education (Accurate institute of
Management and Technology & Accurate institute of Advanced Management).


Dr. Madhav. N. Seagal

PhD (Marketing Research) in 1979, MBA (Marketing) from University of Texas Arlington at
1975 and Bachelor of Engineering (Chem) from Birla Institute of Technology and Sciences at

He is currently working as Director of Master of Marketing Research Program, at Southern

Illionis University, Edwardsville USA.

He has over 30 years of teaching and consultancy experience. Currently he is providing
consultancy services to many Fortune 500 companies.

He has to his credit many articles and papers in leading journals such as journal of marketing
research, European journal of marketing, California management review, Journal of business

He is recipient of 1997 Paul Simon Teaching Research award.


About Program Director

Dr. A Kumar
Director of Accurate institute of Advanced Management, Greater Noida.
PhD & MBA from MIT Salon, (USA), Bachelor of Technology from BHU Varanasi.

Dr A. Kumar has 20 years of experience at key positions with topnotch corporate houses like
British Telecomm, Intel Corporation, RACAL, Northern Radio Corporation. In academics he
worked with MIT (Salon), Harvard Business School (Boston), XLRI (Jamshedpur) & MDI

Dr. Kumar’s core competency is Strategic Decision Making.


• Role and context of marketing research and marketing strategy development.

• Organization of marketing research and client evaluation of research suppliers.
• Marketing research process--steps, interrelationships and priorities.
• Translating client problems into research problems/objectives.
• Research design considerations and comparisons.
• Exploratory, descriptive, and causal research designs.
• Qualitative versus quantitative research.
• Focus groups--planning, applications, setting up, uses, and abuses.
• Depth interviews and projective techniques.

• Primary vs. secondary data collection methods.
• Observation and alternative communication based data collection methods.
• Mall-intercept, in-person interviews, online data collection methods.
• Improving the quality of marketing research project and process.
• Sample design and sampling procedures: fundamental issues.
• Probability vs. non probability sampling.
• Convenience, judgmental and quota sampling.
• Simple random, systematic, stratified and cluster sampling.
• Sample size determination: theoretical and practical considerations.
• Incidence rate and sample size determination.
• Questionnaire design: logic flow procedures, practical guidelines.
• Most commonly used rating and measurement scales: comparison & guidelines for
• Types of data scales and implications for analysis/interpretation.
• Data analysis: guidelines for editing, coding and tabulation.
• Univariate and bivariate data analysis (including cross-tabulation and banner sheets.
• Inferences and significance testing, statistical tests: classification and procedures.
• Effective presentations and guidelines for research presentation & reports.

Takeaway by Participants

The technological evolution and the market evolution have brought forward a new framework
and architectural changes to sell a product/ service. Henceforth it has become huge
responsibility for the thinktanks in the corporate world and training institutions to review the
past and transform to the future in 21st century.
The participants of this program will be able to learn, acknowledge, and practice Marketing
Research into the micro level needs and wants of the market. For decision maker this program
will be highly effective to learn the research components, developing analytical ability and
furthering strategic decisions which will be the part of corporate strategy. It means this MDP
will be suitable for middle and higher level managers who have at least 4 years of experience
in manufacturing, retail, banking, insurance, consultancy and other service domains.

Typical Participants:-

Research agency side-- Project Coordinators, Project Directors, Senior Project Directors,
Research Managers, Senior Research Managers, Research Analysts, Senior Research
Analysts, Senior Project Directors, Project Directors, Program Managers, Project Managers
and all others Spec Writers, Account Representatives, Account Managers and all others
interested in a formal and in-depth practical orientation to the marketing research business,
research designs, and processes.

Client side –Research staff (including marketing research analysts) and marketing decision
makers such as product managers; marketing VP and directors; and senior level marketing
decision makers and brand managers will also benefit from this practice driven hands-on
training seminar

Venue of MDP

Seminar Hall, Accurate Institute of Management and Technology,

Knowledge Park-III, Plot No.- 49, Greater Noida- 201306.


Participants will be provided five star accommodation. Place will be communicated after

Registration fee & payment mode

The fee is to be paid in advance by a Demand Draft drawn in favor of

……………………………. Payable at…………….. The fee covers course material,
breakfast, working lunch and dinner for residential participants

Fee residential ………………………

Fee nonresidential ………………………


Pick and drop facility will be provided by the organizers to the residential candidates.

Last date of registration Dully filled Registration form along with fee should reach program
coordinator latest by………………

Contact details

Program Director
Dr. A Kumar (Ph # ………… E-mail …………………….)

Name _______________

Highest Qualification _________________

Experience _____________________

Designation _________________

Role and responsibilities __________________

Organization/ Company _____________________

Bank draft detail _____________________

(Amount, dft. no. and date)

Accommodation Yes/ No

Address (office) _______________

Address (residence) ______________________________________________

Contact no. ___________

Email- Id _____________

Fax no. _____________________