GOOD RESEARCH OBJECTIVES

JUST FOLLOW THESE 6 GOLDEN RULES

A critical component of a successful research engagement is a set of clearly defined and
meaningful objectives. Having well-defined objectives narrows and focuses the research and
ensures that the findings are relevant to decision-makers.

“…use action verbs that are

specific enough to be
evaluated or measured... ”
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The research objectives drive all aspects of the methodology, including instrument design, data
collection, analysis, and ultimately the recommendations.

Six important guidelines that should be observed when developing research objectives are:
1. They should be presented briefly and concisely
2. They should be presented in logical sequence
3. They should be realistic (e.g., achieved within the expected timeframe, achieved within the
available resources)
4. They should be phrased in operational terms (i.e., in a way that brings the organization
closer to its business objectives)
5. They should use action verbs that are specific enough to be evaluated or measured
(e.g., assess, determine, compare, verify, calculate, describe)
6. They should be static once the study work begins (i.e., objectives should not be moving
targets)

Creating good objectives can help organizations realize their business goals. For example, a
nonprofit community medical center needed to inform a communications campaign that will, in
the end, expand their donor base and increase the consistency and dollar value of donations from
existing donors. With these goals in mind, the presentation below explores three potential
research objectives by demonstrating the following:

 What the research must achieve

 Example of a weak objective, and why’s it’s weak
 Example of a stronger objective
Investing time in developing clear, articulated, and strong research objectives is an important
step in a successful research engagement. Having these bullets to guide the process is invaluable
and will likely save time over the course of the engagement. There is no better way to ensure that
the right questions are being asked and answered.
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