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
CORE/ELECTIVE: Core/Elective
UG/PG: UG/PG
PREREQUISITES: N.R
INDUSTRY SUPPORT: All Industries both in Public and Private space ,academic institutions and Research organizations
1552 students have enrolled already!!
ABOUT THE INSTRUCTOR:
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 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 8 : ANOVA, ANCOVA, MANOVA & MANCOVA in SPSS 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
SUGGESTED READING MATERIALS:
Marketing Research by Naresh Malhotra, Pearson.Marketing Research: A South Asian Perspective1st Edition (Churchill, Israel), Cengage learning .
CERTIFICATION EXAM :
The exam is optional for a fee.
Date and Time of Exams: April 28 2019(Sunday) 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.
CERTIFICATION:
Final score will be calculated as : 25% assignment score + 75% final exam score
25% assignment score is calculated as 25% of average of Best 8 out of 12 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 IIT Roorkee.It will be e-verifiable at nptel.ac.in/noc.
