MICA – PG in Market Research & Data Analytics

Course Overview


Build a Strong Foundation in Market Research & Data Analytics

This programme focuses on building a strong foundation in market research & data analytics for entry-level to mid-level professionals. It will also cover the application of data analytical tools to assist in strategic decision-making. The programme leans on practical and conceptual approaches that will be addressed through sophisticated data analytic software.

It aims at providing a good understanding and a hands-on experience of the application of appropriate data analytics tools that are imperative in making effective decisions.

The programme will give an overview to develop strategies based on the findings from the data, to manage the organization. It will create a working knowledge of the research industry, the role of analytics and its relationship to strategy-building.


Designed for the Industry

The programme has been designed in close consultation with the industry, to prepare entry-level and experienced professionals for a career in market research & data analytics. It is set to provide the right base for working in analytical teams, in large corporations, and outsourcing companies.


Unit Description
1 Introduction to Market Research & Business Analytics

  • Introduction to Market research
  • Role of market research & data analytics in the industry
  • Data-Driven Decision making
2 Descriptive Analytics

  • Introduction to Descriptive analytics
  • Data collection – Structured and Unstructured
  • Data measurement Scales
  • Designing Questionnaire
  • Data summarization: tabulation, cross-tabulation, frequency distribution
  • Descriptive Statistics
  • Data Visualization
3 Introduction to Probability and Probability Distributions

  • Introduction to Probability theory
  • Discrete Probability Distribution
  • Continuous Probability Distributions
4 Introduction to Basic Inference

  • Sampling and Sampling Distributions
  • Estimation
  • Hypothesis Testing
  • Chi-Square Test
5 Introduction to Advanced Inference

  • Analysis of Variance
  • Correlation analysis
  • Simple Linear Regression
6 Introduction to Multivariate Data analytics

  • Factor analysis
  • Discriminant analysis
  • Conjoint analysis
  • Correspondence analysis
  • Multidimensional Scaling
7 Time Series Models in Business

  • Introduction to Forecasting
  • Forecasting Techniques and Forecasting Accuracy
  • Pattern Recognition
  • Exponential Smoothing
  • Decomposition
  • ARMA
8 Machine Learning Techniques: Supervised and Unsupervised Learning Techniques

  • Multiple Linear Regression
  • Logistics Regression
  • Regression model with Dummy variables
  • Decision Trees
  • Classification
  • Clustering
9 Introduction to Prescriptive Analytics

  • Linear Programming for decision making
  • Multi-Criteria Decision Making Problems
10 Emerging Trends in Market Research

  • Recent developments and application areas in Marketing Research
11 Project
12 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. Dates of campus visit will be in April/May 2022.

Qualification Criteria

Awards Post Graduate Certificate Programme in Market Research & Data Analytics from MICA
Mode of Study Weekend classes on Saturdays & Sundays
Duration 1 year
Location Online + Campus Visit

Entry Requirements:

For Indian Participants – Graduate (10+2+3) from a recognized university (UGC/AICTE/DEC/AIU/State Government) in any discipline.

For International Participants – Graduation or equivalent degree from any recognized University or Institution in their respective country.

For more information or any further assistance regarding course or admission, you can visit our contact us page or click the button below.

Fill this form to know more about the program