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Writing Good Market Research Objectives
Before choosing which market research technique to use, it is important to develop clear
market research objectives.
Good market research objectives are focused and specific. They include:
• An action verb – what you want to do
• A type of finding – what you’ll know once you’ve done it
Sample Verbs
Sample Findings
Identify
Problems, opportunities, criteria
Define
Concepts, requirements
Describe
Processes, usage, environments
Explore
Perceptions, reactions
Generate
Ideas, hypotheses, alternatives, explanations
Evaluate
Feasibility, attractiveness, support
Select
Theme, service, product, concept, ad
Test
Assumptions, preferences
Measure
Size, growth, frequency
Prioritize
Market segments, needs, opportunities
Monitor
Trends, competition
Track
Awareness, satisfaction
Market Research Techniques for Libraries Spring 2005 - This material has been created by Joan Frye Williams for the Infopeople
Project [infopeople.org], supported by the U.S. Institute of Museum and Library Services under the provisions of the Library Services and
Technology Act, administered in California by the State Librarian. Any use of this material should credit the author and funding source.
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Good Sample Objectives
Identify areas of satisfaction and dissatisfaction with children’s programming.
Define customer requirements for large-format printing capability.
Explore reactions to proposed discontinuation of government document depository status.
Evaluate support for in-library food service.
Select a theme for this year’s fundraising program.
Test user and non-user preferences for Web-based audio download services.
Monitor trends in customer replacement of automobile tape and CD players with MP-3.
Track customer awareness of online holds service.
The same topic may need to be broken down into a number of market research objectives,
each to be investigated separately. For example:
1. Identify areas of satisfaction and dissatisfaction with children’s programming.
2. Prioritize areas of dissatisfaction with current children’s programming.
3. Evaluate support for new children’s program reservations policy.
Market Research Techniques for Libraries Spring 2005 - This material has been created by Joan Frye Williams for the Infopeople
Project [infopeople.org], supported by the U.S. Institute of Museum and Library Services under the provisions of the Library Services and
Technology Act, administered in California by the State Librarian. Any use of this material should credit the author and funding source.