Course11010708060 lectures
Marketing Research and Analysis
Prof. J.K.Nayak · IIT Roorkee
About
Marketing research and Analysis (Application oriented) is a 12 week course which is an extension of the 08 week marketing research and analysis course. In addition to the existing material relating to research design, scale development, sampling and multivariate data analysis we have added 04 weeks of text 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 like univariate tests, deep analysis of various regression analysis techniques, factor and cluster analysis, discriminant analysis and SEM in detail etc. along with some of the non-parametric techniques. SPSS and AMOS software has been used and explained for data analysis. In addition now this course also covers topics like text data collection, text cleaning, text preprocessing, sentiment analysis, topic modelling, part of speech tagging and named entity recognition with the help of python and google colab. Even beginners will find it easy as the python codes are made available. This will help researchers to not only handle quantitative data but also large amounts of qualitative data available on the internet.
INTENDED AUDIENCE : Corporate executives, U.G, P.G and PhD students from the management discipline. It is a core as well as elective course for UG and PG.
INDUSTRIES THAT WILL RECOGNIZE THIS COURSE : All Industries both in Public and Private space , academic institutions and Research organizations.
Lectures
Week 1
- Introduction to Marketing Research
- Defining Research Problem
- Developing Research Approach & Developing Research Design: Non- Conclusive
- Research Design: Conclusive
- Qualitative Research: Nature and Approaches
Week 2
- Qualitative Research: Depth Interview, Focus Group Discussion
- Projective Technique, Case Study
- Case Study, Descriptive Research Design & Research Errors
- Primary & Secondary Data, Research Error
- Measurement & Scaling: Comparative & Non-comparative Scaling
Week 3
- Scale Development Process
- Questionnaire & Form Design
- Causal Research & Types
- Experimental Design & Sampling
- Sampling Design & Procedure
Week 4
- Sampling & Sample Size Determination
- Hypothesis Development: Null & Alternate, Type I & Type II Errors
- Data Preparation
- Hypothesis Testing: T-Test, Z-Test
- T, Z & F Test
Week 5
- Hypothesis Testing: Anova & Manova
- Cross Tabulation & Chi Square Test
- Correlation & Regression
- Regression
- Factor Analysis
Week 6
Week 7
- Cluster Analysis- II
- Discriminant Analysis
- Discriminant Analysis
- Researching Rural Market
- International Marketing Research
Week 8
- Ethics in Marketing Research
- Ethics in Marketing Research
- Report Preparation & Presentation
- Multi Dimentional Scaling
- Conjoint Analysis
Week 9
- Introduction to Text Analysis
- Text Analysis Process
- Importance & Application of Text Analysis
- Tools & Techniques of Text Analysis
Week 10
- Text Preprocessing & Text Representation
- Text Representation (Cont.)
- Hands-on – Methodology for Analyzing YouTube Comments on Sustainable Development Goals
- Data Preprocessing & Cleaning with Python
- Data Preprocessing & Cleaning with Python(Contd..)
Week 11
- Sentiment Analysis
- Introduction to NRC Lexicon
- Application of NRC Lexicon using Python
- Sentiment Analysis: Machine Learning & Deep Learning Algorithms
Week 12
Syllabus and materials
At NPTEL, as the course publishes them.
Credits and licence
- Institution
- IIT Roorkee
- Department
- Management
- Teacher
- Prof. J.K.Nayak
- Level
- Undergraduate
- Language
- English
- Subjects
- Business and management
- Source
- NPTEL
- Licence
- CC BY-NC-SA, as NPTEL states it. Non-commercial use only. NPTEL's terms
- Attribution
- NPTEL states: "Distributed under Creative Commons Attribution-ShareAlike / CC BY - NC - SA", beside a BY-NC-SA badge.
- Who can watch
- NPTEL gives no rating. Invisible Network shows it to Tweens profiles and older, judged from what the source says about it. How courses are placed