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Research Objective

The document discusses research objectives, which provide direction for investigating variables under study. Research objectives describe what a study aims to achieve concisely and guide the research. They must be achievable within the available time and resources. Objectives can be exploratory to explore a market, descriptive to understand why actions are taken, or causal to observe cause and effect. Well-defined objectives direct the researcher and clarify the purpose of the study.

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1K views3 pages

Research Objective

The document discusses research objectives, which provide direction for investigating variables under study. Research objectives describe what a study aims to achieve concisely and guide the research. They must be achievable within the available time and resources. Objectives can be exploratory to explore a market, descriptive to understand why actions are taken, or causal to observe cause and effect. Well-defined objectives direct the researcher and clarify the purpose of the study.

Uploaded by

anamika singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Research Objective

A research objective is a clear, concise, declarative statement which provides direction to


investigate the variables under the study. Research objectives describe concisely what the
research is trying to achieve. They summarize the accomplishments a researcher wishes to
achieve through the project and provides direction to the study. A research objective must
be achievable, i.e., it must be framed keeping in mind the available time, infrastructure
required for research, and other resources. Research objectives are usually expressed in lay
terms and are directed as much to the client as to the researcher. Research objectives may
be linked with a hypothesis or used as a statement of purpose in a study that does not have
a hypothesis.
Even if the nature of the research has not been clear to the layperson from the hypotheses,
s/he should be able to understand the research from the objectives.
In general, there are 3 ways that you can define your research objectives,
1) Exploratory research objectives –
The purpose of such a type of market research is to explore the market. Thus, the research
objectives are defined accordingly.
For example, if the research objective was to find out competition sales, then the market
research questionnaire needs to ask questions as follows – How many brands are present in
the market? What are the number of products of each brand? How many dealers are
present for each product? What is the average sales per dealer for each product? Where is
the sales more – in urban or rural? What is the quantity purchased per month and sold per
month? etc.

2) Descriptive research objectives –


Descriptive research objectives help you to find out WHY an action is being taken. Thus, this
is more of a qualitative research objective. Continuing the above example, why are the
dealers promoting that particular product in the locality? Why are the customers purchasing
or prefering that product? What are the features of the product which attract the
customers? How is the cost of the product controlled? Thus, these are more descriptive
questions. Asking the question of why a customer buys a product, warrants a long answer
because there are many reasons a customer might prefer a product, and each customer’s
preference will be for a separate reason. Thus, designing the market research questionnaire
when the research objective is descriptive, becomes a difficult job. The marketer needs to
be as specific as possible so that he gets the correct answers. At the same time, the right
questions need to be asked otherwise there would be a lot of clutter in the market research
report.
3) Causal research objectives –
A market research which wants to observe cause and effect, is known to have a causal
research objective. So, if you now know the different reasons that customers are buying a
product, and you decide to launch a new product of your own, then it will become a causal
market research. If you introduce a new product, what will be the effect in the market? Will
the market accept the product? Or will it reject the same? If the product can be rejected,
then what can be the causes? Thus, the causal research will find all causes for the success or
failure of a plan. Hence a causal research objective incorporates various elements of cause
and effect in the marketing questionnaire.

Characteristics
 Research objective is a concrete statement describing what the research is trying to
achieve.
 Well known objective is
Specific
Measurable
Attainable
Realistic
Time bound
 The objective of a research project summarize what is to be achieved by the study.
 Objective is a purpose that can reasonably achieve within the expected timeframe
and with the available resourses.

Importance
 A research is an organised investigation of a problem where the investigator attends
to gain solution to a problem.
 In order to get the right solution, a clearly defined objective is very important.
 A clearly defined objective directs a researcher in the right direction.
 Without a clear objective, a researcher is aimless and directionless in conducting tye
study.

Methods of stating objective


 The objective should be presented briefly and consciously.
 The objective should cover the different aspects of the problem and it’s contributing
factor in a coherent way and in a logical sequence.
 The objectives should be clearly

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