NPTEL - Marketing research and analysis
offered by IIT Roorkee

Public/Government Institute
Estd. 1847

Marketing research and analysis
at
IIT Roorkee
Overview

Learn most used techniques like focus group study, TAT, projective techniques, regression analysis, factor and cluster analysis, discriminant analysis

Duration	8 weeks
Mode of learning	Online
Credential	Certificate

Marketing research and analysis
at
IIT Roorkee
Highlights

Earn a E- certificate of completion from IIT Roorkee

Marketing research and analysis
at
IIT Roorkee
Course details

Skills you will learn

Marketing Research CFA Software Testing International marketing SEM Marketing Hypothesis Testing

Who should do this course?

For 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

More about this course

Marketing research is involved with the linking of the manufacturers, intermediaries and the customers through information
This course 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
Use research tools in understanding the customer and segmenting the market. Some of the research tools are qualitative and quantitative in nature as well

Marketing research and analysis
at
IIT Roorkee
Curriculum

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 and analysis
at
IIT Roorkee
Faculty details

Prof. J. K. Nayak

Dr. J.K.Nayak is a faculty in the Department of Management Studies at IIT Roorkee. He is a Civil engineer, MBA and PhD from VGSOM, IIT Kharagpur. Currently he teaches marketing research at IIT Roorkee.