According to Kazmi (2008), objectives play an important role in marketing research process. These are;
It defines the organization’s (market) relationship with the environment it operates. This makes organization commits itself what it has to achieve for its customer, employees and the entire social system.
It helps organization/the researcher pursue its vision and mission. This is possible because organization has defined the long-term position it wishes to attain.
Research objective provides standard for performance/research appraisal and evaluation. By stating target to be achieved in a given time period and the measures to be adopted to achieve them, objective lay down the standard against which organizational as well as individual performance could be judged (Base of judgment).
Research objective provides basis for market research decision-making.
Objectives give direction to the business. It motivates the owners, managers and employees to work hard. It helps in planning and decision–making. It is used to evaluate (measure) the performance of the employees. Objectives are goals established to guide the efforts of the company and each of its components (Louis Allen, 2009).
On the other hand, research objectives are a specification of the ultimate reason for carrying out research in the first place. They help in developing a specific list of information needs. Only when the researcher knows the problem that management wants to solve can the research project be designed to provide the pertinent information. Research objective is diligent and systematic inquiry or
investigation into a subject in order to discover or revise facts, theories or applications.Research objectives are formulated by careful identification of the product or service you want to evaluate. Specify the stakeholders in the decisions to be made from the research. Look up all aspect of marketing.
It defines the organization’s (market) relationship with the environment it operates. This makes organization commits itself what it has to achieve for its customer, employees and the entire social system.
It helps organization/the researcher pursue its vision and mission. This is possible because organization has defined the long-term position it wishes to attain.
Research objective provides standard for performance/research appraisal and evaluation. By stating target to be achieved in a given time period and the measures to be adopted to achieve them, objective lay down the standard against which organizational as well as individual performance could be judged (Base of judgment).
Research objective provides basis for market research decision-making.
Business Research Objective vs Marketing Research Objective
Business objectives are the goals, aims or purpose of the business. The business tries to achieve these goals. Profits are the main objective of business. However, the business cannot have only one objective.Objectives give direction to the business. It motivates the owners, managers and employees to work hard. It helps in planning and decision–making. It is used to evaluate (measure) the performance of the employees. Objectives are goals established to guide the efforts of the company and each of its components (Louis Allen, 2009).
On the other hand, research objectives are a specification of the ultimate reason for carrying out research in the first place. They help in developing a specific list of information needs. Only when the researcher knows the problem that management wants to solve can the research project be designed to provide the pertinent information. Research objective is diligent and systematic inquiry or
investigation into a subject in order to discover or revise facts, theories or applications.Research objectives are formulated by careful identification of the product or service you want to evaluate. Specify the stakeholders in the decisions to be made from the research. Look up all aspect of marketing.
Since marketing is such a broad subject, there are thousands of directions research objective can take. Thus, defining research objectives is the most significant step in planning a marketing research plan. Objectives choose interview themes. Problem definition and research objectives are crucial in the marketing research process.
The consumer is one who pays to consume the goods and services produced. As such consumers play a vital role in the economic system of a nation. In the absence of their effective demand, and producers would lack a key motivation to produce, which is to sell to consumers and the prospective customers. Thus, marketing research is the function that links the consumers’ customers, and public to the market. This information is used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
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