NOC | Marketing Research and Analysis

Course abstract

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.

Course Instructor

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 IITRoorkee. He has completed 9 short term courses on Data analysis and a QIP on the same in the last 6 years itself. His first NPTEL Video course on marketing research and analysis that has been quite popular and thus being rerun for the second time. He has delivered extensive lectures on the same subject at places like IIM Sirmaur and Symbiosis, Pune. Apart from these Dr. Nayak has published almost 30 international publications in journals with reputed publishers such as Elsevier, Emerald, Sage, Springer etc. Recently he has published a book with Cengage publications on Retail management. He is a reviewer for various international journals such as Journal of retailing and consumer services and tourism management 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 been involved in the startup ecosystem as a mentor at IIT Roorkee and IIM -Ahmedabad.
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