NOC | Marketing research and analysis

Course abstract

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.

Course Instructor

Prof. J.K.Nayak

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.
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Teaching Assistant(s)

No teaching assistant data available for this course yet

Course Duration : Aug-Oct 2021

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Syllabus

Enrollment : 20-May-2021 to 23-Aug-2021

Exam registration : 17-Jun-2021 to 17-Sep-2021

Exam Date : 24-Oct-2021

Enrolled

4856

Registered

884

Certificate Eligible

254

Certified Category Count

Gold

Silver

Elite

Successfully completed

186

Participation

474

Success

Elite

Silver

Gold

Legend

AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75 AND FINAL SCORE >=40
BASED ON THE FINAL SCORE, Certificate criteria will be as below:
>=90 - Elite + Gold
75-89 -Elite + Silver
>=60 - Elite
40-59 - Successfully Completed

Final Score Calculation Logic

Assignment Score = Average of best 6 out of 8 assignments.
Final Score(Score on Certificate)= 75% of Exam Score + 25% of Assignment Score
Note:We have taken best assignment score from both July 2020 and July 2021 courses

Marketing research and analysis - Toppers list

Top 1 % of Certified Candidates