Marketing Research and Analysis-II Course | IIT Roorkee NPTEL | Prof. J.K. Nayak

Course Details

Master Practical Data Analysis with IIT Roorkee's Marketing Research and Analysis-II Course

Are you a researcher, student, or industry professional struggling with the complexities of data analysis for your thesis, publication, or business reports? Do terms like SEM, factor analysis, or multivariate regression seem daunting? Your search ends here. The Marketing Research and Analysis-II (Application Oriented) course, offered by the prestigious Indian Institute of Technology (IIT) Roorkee on the NPTEL platform, is designed to transform your analytical skills from confusing to confident.

This 12-week intensive program is not just another theoretical lecture series. It is a hands-on, step-by-step guide to applying advanced research tools in real-world scenarios. Whether you aim to publish in top journals, complete a robust thesis, or make data-driven decisions in the corporate world, this course provides the practical toolkit you need.

Learn from an Esteemed Expert: Prof. Jogendra Kumar Nayak

The course is led by Prof. Jogendra Kumar Nayak, a distinguished Professor of Marketing in the Department of Management Studies at IIT Roorkee. A Ph.D. from IIT Kharagpur, Prof. Nayak brings a wealth of academic and practical expertise to the table.

• Expert Instructor: Regularly teaches marketing research and industrial marketing at IIT Roorkee.
• Published Author: Has authored a book on Retail Management published by Cengage.
• Proven Researcher: Holds publications in leading houses like Elsevier, Emerald, Sage, and Taylor & Francis.
• Workshop Leader: Conducts the popular workshop “Data Analysis for Research and Publication,” attended by professionals from academia, government, and industry.

Learning under such an accomplished guide ensures you gain insights that are both academically rigorous and industry-relevant.

Who Should Enroll in This Course?

This course is meticulously designed for a wide audience seeking to demystify advanced data analysis:

• Students: Undergraduate, Postgraduate, and PhD scholars in Management, Social Sciences, and related fields working on dissertations or research papers.
• Academicians & Researchers: Faculty members and researchers looking to strengthen their analytical skills for high-quality publications.
• Industry Practitioners: Marketing analysts, business intelligence professionals, and corporate executives in both public and private sectors who need to interpret complex data.
• Prerequisite: A basic understanding of marketing research fundamentals, such as that provided by the precursor course Marketing Research and Analysis (available on NPTEL).

What Will You Learn? Course Objectives & Outcomes

Marketing Research and Analysis-II shifts the focus from theory to application. The core objective is to provide a clear, practical pathway through the maze of multivariate data analysis techniques.

• Gain a step-by-step approach to data analysis for thesis and publication work.
• Develop a real-time feel of the data analysis process applicable in industry settings.
• Master confusing multivariate techniques through practical software-based execution.
• Learn to interpret results accurately and write them up effectively for research reports.
• Acquire hands-on experience with industry-standard software: SPSS and AMOS.

Detailed 12-Week Course Curriculum

The course is structured to build your knowledge progressively, from foundational concepts to advanced modelling techniques.

Software and Key Techniques You Will Master

The course emphasizes practical application using the tools preferred by researchers globally:

• Primary Software: In-depth training on SPSS for statistical analysis and AMOS for Structural Equation Modelling and Confirmatory Factor Analysis.
• Core Techniques Covered:
  • Univariate and Bivariate Analysis
  • Multiple Regression Analysis
  • Discriminant Analysis
  • Factor Analysis (Exploratory & Confirmatory)
  • Cluster Analysis
  • Structural Equation Modelling (SEM)
  • ANOVA, ANCOVA, MANOVA, MANCOVA
  • Non-Parametric Tests

Essential Reading Materials

To complement the video lectures, the following textbooks are recommended:

• Marketing Research by Naresh Malhotra (Pearson).
• Marketing Research: A South Asian Perspective 1st Edition by Churchill & Israel (Cengage Learning).

Why This Course is a Must for Your Career

In today's data-centric world, the ability to analyze complex information and derive meaningful insights is a superpower. This course, bearing the IIT Roorkee and NPTEL hallmark of quality, offers more than just a certificate:

• Bridges the Academic-Industry Gap: Learn directly applicable skills valued by all industries, academic institutions, and research organizations.
• Enhances Research Quality: For PhD scholars and faculty, mastering these techniques is crucial for publishing in reputed journals indexed by Scopus, ABDC, etc.
• Boosts Professional Credibility: Adding advanced data analysis proficiency to your resume makes you a standout candidate for analytical roles.

Take the next step in mastering data analysis. Enroll in Marketing Research and Analysis-II on the NPTEL portal and unlock the potential to transform raw data into powerful decisions and groundbreaking research under the expert guidance of Prof. J.K. Nayak from IIT Roorkee.

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