Curriculum | Market Research and Data Analytics

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Course content


1.    Introduction to market research & data analytics

  • Market research

  • Role of market research & data analytics

  • Data analytics for management

  • Data collection - primary and secondary

  • Preparing data sheet & data processing

  • Data summarization: tabulation, cross tabulation, frequency distribution

  • Analysis of variance

2.    Multivariate data analysis-I

  • Regression analysis

  • Simple and multiple regression analysis

  • Logistic regression

  • Cluster analysis

  • Tree classification

  • Factor analysis

3.    Multivariate data analysis-II

  • Conjoint analysis

  • Correspondence analysis

  • Advanced multivariate data analysis – Neural network models & structural equation models

4.    Forecasting methods

  • Moving average and Exponential methods

  • Decomposition method

  • ARIMA models

5.    Data analytics @ Work

  • Data management: validation and cleaning

  • Working with clients

  • Presentation and report writing

  • Content will be taught through statistical packages; SPSS/PASW , PSPP, R, and SAS

  • Participants will be given assignments for hands-on learning of packages

6.    Project

Participants are expected to develop their own project, collect data and prepare a project report.

Campus component

There will be one campus visit to MICA. The duration of the visit will be of three days. The campus visit will be compulsory. The pricing for the visit is indicated separately for reference and review. Candidates from outside India can be given an exemption in attending the campus.

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