Marketing research and analysis - I

By Prof. J. K. Nayak   |   IIT Roorkee
Learners enrolled: 2997
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.

INTENDED AUDIENCE :    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.

INDUSTRIES THAT WILL RECOGNIZE THIS COURSE : All Industries both in Public and Private space , academic institutions and Research organizations.
Course Status : Completed
Course Type : Elective
Duration : 8 weeks
Category :
  • Management Studies
  • Marketing
Credit Points : 2
Level : Undergraduate/Postgraduate
Start Date : 22 Aug 2022
End Date : 14 Oct 2022
Enrollment Ends : 22 Aug 2022
Exam Date : 30 Oct 2022 IST

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

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.

Books and references

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

Instructor bio

Prof. J. K. Nayak

IIT Roorkee
Dr. J.K.Nayak is a faculty in the Department of Management Studies at IIT Roorkee. He is aCivil engineer, MBA and PhD from VGSOM, IIT Kharagpur. Currently he teaches marketingresearch at IITRoorkee. He has completed 9 short term courses on Data analysis and a QIP onthe same in the last 6 years itself. His first NPTEL Video course on marketing research andanalysis that has been quite popular and thus being rerun for the second time. He has deliveredextensive lectures on the same subject at places like IIM Sirmaur and Symbiosis, Pune. Apartfrom these Dr. Nayak has published almost 30 international publications in journals withreputed publishers such as Elsevier, Emerald, Sage, Springer etc. Recently he has published abook with Cengage publications on Retail management. He is a reviewer for variousinternational journals such as Journal of retailing and consumer services and tourismmanagement perspectives etc. He is also a member of bodies such as Ministry of Home affairs,India and on the board of private limited companies such as SRKay consulting. He has beeninvolved in the startup ecosystem as a mentor at IIT Roorkee and IIM -Ahmedabad.

Course certificate

The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
Date and Time of Exams: 30 October 2022 Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
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. If there are any changes, it will be mentioned then.
Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.


Average assignment score = 25% of average of best 6 assignments out of the total 8 assignments given in the course.
Exam score = 75% of the proctored certification exam score out of 100

Final score = Average assignment score + Exam score

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

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 at nptel.ac.in/noc.

Only the e-certificate will be made available. Hard copies will not be dispatched.

Once again, thanks for your interest in our online courses and certification. Happy learning.

- NPTEL team

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