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.
PRE-REQUISITES
Not Required
INDUSTRIES THAT WILL RECOGNIZE THIS COURSE All Industries both in Public and Private space , academic institutions and Research organizations.
4315 students have enrolled already!!
COURSE INSTRUCTOR
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.
COURSE PLAN
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 8: Ethics, Report Preparation, Multi Dimentional Scaling, Conjoint Analysis.
SUGGESTED READING
Marketing Research by Naresh Malhotra, Pearson . Marketing Research: A South Asian Perspective 1st Edition (Churchill, Israel), Cengage learning.
MORE DETAILS ABOUT THE COURSE
CERTIFICATION EXAM
The exam is optional for a fee.Exams will be on 24 september 2017. Time: Shift 1: 9am-12 noon; Shift 2: 2pm-5pm Any one shift can be chosen to write the exam for a course. 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.
CERTIFICATE
Final score will be calculated as : 25% assignment score + 75% final exam score 25% assignment score is calculated as 25% of average of 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 Indian Institute Of Technology Roorkee. It will be e-verifiable at nptel.ac.in/noc.
