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Indian Institute of Technology Roorkee

Marketing Research and Analysis-II

Indian Institute of Technology Roorkee and NPTEL via Swayam

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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 ExecutivesPREREQUISITES :NILLINDUSTRY SUPPORT :All Industries both in Public and Private space ,academic institutions and Research organizations


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 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


1.0 rating, based on 1 Class Central review

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  • Nejash Abdo Issa
    I loved so much getting it from youtube. So i decided to enroll and take certificate. Now february 1 2021 closed already but i can't miss next reg online. Thanking so much i request for next schedule.

    Nejash Abdo from Ethiopia

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