Marketing Research and Analysis

By Prof. J. K. Nayak | IIT Roorkee

Learners enrolled: 434

ABOUT THE COURSE : Marketing research and Analysis (Application oriented) is a 12 week course which is an extension of the 08 week marketing research and analysis course. In addition to the existing material relating to research design, scale development, sampling and multivariate data analysis we have added 04 weeks of text analysis. It is intended to give a step by step approach for researchers who are involved in data analysis for their thesis and publication work. Industry practitioners can have a real time feel of the data analysis process. It describes the tools covered under multivariate data analysis techniques like univariate tests, deep analysis of various regression analysis techniques, factor and cluster analysis, discriminant analysis and SEM in detail etc. along with some of the non-parametric techniques. SPSS and AMOS software has been used and explained for data analysis. In addition now this course also covers topics like text data collection, text cleaning, text preprocessing, sentiment analysis, topic modelling, part of speech tagging and named entity recognition with the help of python and google colab. Even beginners will find it easy as the python codes are made available. This will help researchers to not only handle quantitative data but also large amounts of qualitative data available on the internet.

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.

Summary

Course Status :	Upcoming
Course Type :	Elective
Language for course content :	English
Duration :	12 weeks
Category :	Management Studies Marketing
Credit Points :	3
Level :	Undergraduate/Postgraduate
Start Date :	21 Jul 2025
End Date :	10 Oct 2025
Enrollment Ends :	28 Jul 2025
Exam Registration Ends :	15 Aug 2025
Exam Date :	25 Oct 2025 IST
NCrF Level	4.5 — 8.0

Note: This exam date is subject 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: Sampling, Hypothesis Development, Type I & Type II Errors, Data Preparation, Hypothesis Testing.

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, Multidimensional Scaling, Conjoint Analysis.

Week 9: Introduction to Text Analysis
Text Analysis Process
Importance & Application of Text Analysis
Tools & Techniques of Text Analysis

Week 10: Text Preprocessing & Text Representation
Text Representation
Hands-on – Methodology for Analyzing YouTube Comments on Sustainable Development Goals
Data Preprocessing & Cleaning with Python
Data Preprocessing & Cleaning with Python(Contd..)

Week 11: Sentiment Analysis
Introduction to NRC Lexicon
Application of NRC Lexicon using Python
Sentiment Analysis: Machine Learning & Deep Learning Algorithms

Week 12: Topic Modeling Techniques
Hands-on Exercise: Topic Modeling using LDA
Hands-on Exercise: Topic Modeling using NMF
Part of Speech Tagging & Named Entity Recognition
Hands-on Exercise: Named Entity Recognition
Hands-on Exercise: Part of Speech Tagging

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

Prof. Jogendra Kumar Nayak is the Associate Professor in Marketing in the Department of Management Studies, Indian Institute of Technology Roorkee. He is a Ph.D. degree holder from the Indian Institute of Technology Kharagpur. He teaches marketing research in both spring and autumn semesters in IIT Roorkee. Along with it, he also teaches industrial marketing. He also stands credited for authoring a book on Retail Management which has been published by a reputed publishing house like Cengage. He has publications in most of the publishing houses such as Elsevier, Emerald, Sage and Taylor and Francis. His major research areas are Industrial Marketing, Consumer Behavior, and Tourism Management. He regularly conducts a workshop titled “Data Analysis for Research and Publication” which is attended by participants from educational institutes, Govt. organizations and industry as well.

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 : October 25, 2025 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.

CRITERIA TO GET A CERTIFICATE

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

Please note that assignments encompass all types (including quizzes, programming tasks, and essay submissions) available in the specific week.

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

SWAYAM Helpline / Support