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Marketing Research and Analysis-II

Indian Institute of Technology Roorkee via NPTEL

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Overview

Marketing research and Analysis-II (Application oriented) is an extension of the course marketing research and analysis. In this course the emphasis has been laid on the practical side of research and data 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 which students and practitioners find slightly confusing and thus, this course would answer their queries and help them progress in their respective fields of research. It uses research tools like univariate tests, deep analysis of various regression analysis techniques, factor and cluster analysis, discriminant analysis and SEM in details etc.alongwith non-parametric techniques also. SPSS and AMOS software has been used and explained for data analysis. Most importantly interpreting the data and finally writing for a research work has been explained for all the techniques.

Syllabus

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

Taught by

Prof. J. K. Nayak

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