Marketing Research and Analysis-II

By Prof. J. K. Nayak   |   IIT Roorkee
Learners enrolled: 173
About the course:
Marketing research and Analysis-II (Application oriented) is an extension of the coursemarketing research and analysis. In this course the emphasis has been laid on the practical sideof research and data analysis. It is intended to give a step by step approach for researchers whoare involved in data analysis for their thesis and publication work. Industry practitioners canhave a real time feel of the data analysis process. It describes the tools covered undermultivariate data analysis techniques which students and practitioners find slightly confusingand thus, this course would answer their queries and help them progress in their respectivefields of research. It uses research tools like univariate tests, deep analysis of various regressionanalysis techniques, factor and cluster analysis, discriminant analysis and SEM in details etc.alongwith non-parametric techniques also. SPSS and AMOS software has been used andexplained for data analysis. Most importantly interpreting the data and finally writing for aresearch work has been explained for all the techniques.

INTENDED AUDIENCE : U.G, P.G and PhD students from the Managementdiscipline and Social sciences, Corporate Executives

INDUSTRY SUPPORT : All Industries both in Public and Private space ,academic institutions and Research organizations
Course Status : Upcoming
Course Type : Elective
Duration : 12 weeks
Start Date : 23 Jan 2023
End Date : 14 Apr 2023
Exam Date : 30 Apr 2023 IST
Enrollment Ends : 30 Jan 2023
Category :
  • Management Studies
  • Marketing
Credit Points : 3
Level : Undergraduate/Postgraduate

Page Visits

Course layout

Week 1  :  Introduction to marketing research
Week 2  :  Marketing research process and hypothses development
Week 3  :  Research design
Week 4  :  Data purification and handling
Week 5  :  Hypothesis testing
Week 6  :  Non-parametric test
Week 7  :  Introduction to ANOVA & ANCOVA
Week 9  :  Correlation and regression
Week 10  :  Various types of regression and discriminant analysis
Week 11  :  Exploratory and Confirmatory factor analysis
Week 12  :  Structural equation modelling & cluster analysis

Books and references

Marketing Research by Naresh Malhotra, Pearson.Marketing Research: A South Asian Perspective1st 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 April 2023 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 8 assignments out of the total 12 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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