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Marketing research and analysis


Marketing research is involved with the linking of the manufacturers, intermediaries and the customers through information. It helps in identifying the recent trends in habits and behaviours of consumers through a research process. Some of the key applications of this study is to create a better product, decide the right price, distribution system and the promotional mechanism to attract customers and make a difference within the competition. It uses research tools in understanding the customer and segmenting the market. Some of the research tools are qualitative and quantitative in nature as well. Some of the frequently used techniques are like focus group study, TAT, projective techniques, regression analysis, factor and cluster analysis, discriminant analysis , structural equation modeling, multidimensional scaling and conjoint analysis etc. and other multivariate techniques.

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Final Exam (in-person, invigilated, currently conducted in India) is mandatory for Certification and has INR Rs. 1100 as exam fee.


Corporate executives, U.G, P.G and PhD students from the management discipline. It is a core as well as elective course for UG and PG.


Not Required


All Industries both in Public and Private space , academic institutions and Research organizations

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Dr. Jogendra Kumar Nayak is the Assistant Professor in Marketing in the Department of Management Studies , Indian Institute of Technology Roorkee. He is a Ph.D. degree holder from Indian Institute of Technology Kharagpur. He teaches marketing research in both spring and autumn semesters in IIT Roorkee. Alongwith it, he also teaches industrial marketing. He has publications in most of the publishing houses such as Elsevier, Emerald, Sage and Taylor and Francis. His major research areas are in Industrial Marketing, Consumer Behaviour, and Tourism Management. He regularly conducts workshop titled “Data Analysis for Research and Publication” which is attended by participants from educational institutes, Govt. organisations and industry as well.


Week 1: Introduction to Marketing Research, Defining Research Problem, Developing, Research Approach, Research Design, Qualitative Research.

Week 2: Qualitative Research, Projective Technique, Case Study, Descriptive Research, Design, Primary & Secondary Data, Research Error, Measurement & Scaling.

Week 3: Scale Development, Questionnaire & Form Design, Causal Research, Experimental Design & Sampling.

Week 4: Sampling, Hypothesis Development, Type I & Type II Errors, Data Preparation, Hypothesis Testing.

Week 5: Hypothesis Testing, Cross Tabulation, Correlation & Regression, Factor Analysis.

Week 6: Factor Analysis, SEM & CFA, Cluster Analysis.

Week 7: Cluster Analysis, Discriminant Analysis, Researching Rural Market, International Marketing Research.

Week 8: Ethics, Report Preparation, Multi Dimentional Scaling,  Conjoint Analysis.


Marketing Research by Naresh Malhotra, Pearson .
Marketing Research: A South Asian Perspective 1st Edition (Churchill, Israel), Cengage learning.

  • The exam is optional for a fee.
  • Date and Time of Exam: October 7, 2018 (Sunday)
  • Time of Exams: Morning session 9am to 12 noon; Afternoon session: 2pm to 5pm.
  • Exam for this Course will be available in both morning & afternoon sessions.
  • Registration url: Announcements will be made when the registration form is open for registrations.
  • The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published.

  • Final score will be calculated as : 25% assignment score + 75% final exam score
  • 25% assignment score is calculated as 25% of average of 8 weeks course: Best 6 out of 8 assignments
  • E-Certificate will be given to those who register and write the exam and score greater than or equal to 40% final score. Certificate will have your name, photograph and the score in the final exam with the breakup. It will have the logos of NPTEL and IIT Roorkee. It will be e-verifiable atnptel.ac.in/noc.