Research design is a framework or blueprint that specifies the procedures and methods for collecting and analyzing information needed to conduct marketing research and solve research problems. It defines how to proceed with the research, measure progress, and determine success. Research design details the steps for obtaining data to structure and solve marketing research issues, providing a master plan for the research process.

1. BASIS FOR
COMPARISON
PARAMETRIC TEST NONPARAMETRIC TEST
Meaning A statistical test, in which
normally distributed
population are studied.
A statistical test don’t require
normally distributed
population.
Basis of test
statistic
Distribution Arbitrary
Measurement level Interval or ratio Nominal or ordinal
Measure of central
tendency
Mean Median
Information about
population
Completely known Unavailable
Correlation test
Examples
Pearson
Z-test, T-test
Spearman
Friedman test, Mann-
Whitney test
RESEARCH DESIGN
A “Research Design” is a framework or blueprint for conducting
the research. It specifies the details of the procedures necessary
for obtaining the information needed to structure and solve
marketing research problems.
A research methodology defines what the activity of research is, how to
proceed, how to measure progress, and what constitutes success.
Research design is a frameworkor blueprintfor conductingthe marketing
research project. It details the procedures requiredfor solvingthe

2. marketing research problems. In addition, a research design can be defined
as a master plan specifyingthe methods and procedures for collectingand
analyzingthe information needed