a research objective should specify

• Defining Research Objectives: How To  Write Them

Almost all industries use research for growth and development. Research objectives are how researchers ensure that their study has direction and makes a significant contribution to growing an industry or niche.

Research objectives provide a clear and concise statement of what the researcher wants to find out. As a researcher, you need to clearly outline and define research objectives to guide the research process and ensure that the study is relevant and generates the impact you want.

In this article, we will explore research objectives and how to leverage them to achieve successful research studies.

What Are Research Objectives?

Research objectives are what you want to achieve through your research study. They guide your research process and help you focus on the most important aspects of your topic.

You can also define the scope of your study and set realistic and attainable study goals with research objectives. For example, with clear research objectives, your study focuses on the specific goals you want to achieve and prevents you from spending time and resources collecting unnecessary data.

However, sticking to research objectives isn’t always easy, especially in broad or unconventional research. This is why most researchers follow the SMART criteria when defining their research objectives.

Understanding SMART Criteria in Research

Think of research objectives as a roadmap to achieving your research goals, with the SMART criteria as your navigator on the map.

SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. These criteria help you ensure that your research objectives are clear, specific, realistic, meaningful, and time-bound.

Here’s a breakdown of the SMART Criteria:

Specific : Your research objectives should be clear: what do you want to achieve, why do you want to achieve it, and how do you plan to achieve it? Avoid vague or broad statements that don’t provide enough direction for your research.

Measurable : Your research objectives should have metrics that help you track your progress and measure your results. Also, ensure the metrics are measurable with data to verify them.

Achievable : Your research objectives should be within your research scope, timeframe, and budget. Also, set goals that are challenging but not impossible.

Relevant: Your research objectives should be in line with the goal and significance of your study. Also, ensure that the objectives address a specific issue or knowledge gap that is interesting and relevant to your industry or niche.

Time-bound : Your research objectives should have a specific deadline or timeframe for completion. This will help you carefully set a schedule for your research activities and milestones and monitor your study progress.

Characteristics of Effective Research Objectives

Clarity : Your objectives should be clear and unambiguous so that anyone who reads them can understand what you intend to do. Avoid vague or general terms that could be taken out of context.

Specificity : Your objectives should be specific and address the research questions that you have formulated. Do not use broad or narrow objectives as they may restrict your field of research or make your research irrelevant.

Measurability : Define your metrics with indicators or metrics that help you determine if you’ve accomplished your goals or not. This will ensure you are tracking the research progress and making interventions when needed.

Also, do use objectives that are subjective or based on personal opinions, as they may be difficult to accurately verify and measure.

Achievability : Your objectives should be realistic and attainable, given the resources and time available for your research project. You should set objectives that match your skills and capabilities, they can be difficult but not so hard that they are realistically unachievable.

For example, setting very difficult make you lose confidence, and abandon your research. Also, setting very simple objectives could demotivate you and prevent you from closing the knowledge gap or making significant contributions to your field with your research.

Relevance : Your objectives should be relevant to your research topic and contribute to the existing knowledge in your field. Avoid objectives that are unrelated or insignificant, as they may waste your time or resources.

Time-bound : Your objectives should be time-bound and specify when you will complete them. Have a realistic and flexible timeframe for achieving your objectives, and track your progress with it. 

Steps to Writing Research Objectives

Identify the research questions.

The first step in writing effective research objectives is to identify the research questions that you are trying to answer. Research questions help you narrow down your topic and identify the gaps or problems that you want to address with your research.

For example, if you are interested in the impact of technology on children’s development, your research questions could be:

• What is the relationship between technology use and academic performance among children?
• Are children who use technology more likely to do better in school than those who do not?
• What is the social and psychological impact of technology use on children?

Brainstorm Objectives

Once you have your research questions, you can brainstorm possible objectives that relate to them. Objectives are more specific than research questions, and they tell you what you want to achieve or learn in your research.

You can use verbs such as analyze, compare, evaluate, explore, investigate, etc. to express your objectives. Also, try to generate as many objectives as possible, without worrying about their quality or feasibility at this stage.

Prioritize Objectives

Once you’ve brainstormed your objectives, you’ll need to prioritize them based on their relevance and feasibility. Relevance is how relevant the objective is to your research topic and how well it fits into your overall research objective.

Feasibility is how realistic and feasible the objective is compared to the time, money, and expertise you have. You can create a matrix or ranking system to organize your objectives and pick the ones that matter the most.

Refine Objectives

The next step is to refine and revise your objectives to ensure clarity and specificity. Start by ensuring that your objectives are consistent and coherent with each other and with your research questions. 

Make Objectives SMART

A useful way to refine your objectives is to make them SMART, which stands for specific, measurable, achievable, relevant, and time-bound. 

• Specific : Objectives should clearly state what you hope to achieve.
• Measurable : They should be able to be quantified or evaluated.
• Achievable : realistic and within the scope of the research study.
• Relevant : They should be directly related to the research questions.
• Time-bound : specific timeframe for research completion.

Review and Finalize Objectives

The final step is to review your objectives for coherence and alignment with your research questions and aim. Ensure your objectives are logically connected and consistent with each other and with the purpose of your study.

You also need to check that your objectives are not too broad or too narrow, too easy or too hard, too many or too few. You can use a checklist or a rubric to evaluate your objectives and make modifications.

Examples of Well-Written Research Objectives

Example 1- Psychology

Research question: What are the effects of social media use on teenagers’ mental health?

Objective : To determine the relationship between the amount of time teenagers in the US spend on social media and their levels of anxiety and depression before and after using social media.

What Makes the Research Objective SMART?

The research objective is specific because it clearly states what the researcher hopes to achieve. It is measurable because it can be quantified by measuring the levels of anxiety and depression in teenagers. 

Also, the objective is achievable because the researcher can collect enough data to answer the research question. It is relevant because it is directly related to the research question. It is time-bound because it has a specific deadline for completion.

Example 2- Marketing

Research question : How can a company increase its brand awareness by 10%?

Objective : To develop a marketing strategy that will increase the company’s sales by 10% within the next quarter.

How Is this Research Objective SMART?

The research states what the researcher hopes to achieve ( Specific ). You can also measure the company’s reach before and after the marketing plan is implemented ( Measurable ).

The research objective is also achievable because you can develop a marketing plan that will increase awareness by 10% within the timeframe. The objective is directly related to the research question ( Relevant ). It is also time-bound because it has a specific deadline for completion.

Research objectives are a well-designed roadmap to completing and achieving your overall research goal. 

However, research goals are only effective if they are well-defined and backed up with the best practices such as the SMART criteria. Properly defining research objectives will help you plan and conduct your research project effectively and efficiently.

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Home » Research Objectives – Types, Examples and Writing Guide

Research Objectives – Types, Examples and Writing Guide

Table of Contents

Research Objectives

Research objectives refer to the specific goals or aims of a research study. They provide a clear and concise description of what the researcher hopes to achieve by conducting the research . The objectives are typically based on the research questions and hypotheses formulated at the beginning of the study and are used to guide the research process.

Types of Research Objectives

Here are the different types of research objectives in research:

• Exploratory Objectives: These objectives are used to explore a topic, issue, or phenomenon that has not been studied in-depth before. The aim of exploratory research is to gain a better understanding of the subject matter and generate new ideas and hypotheses .
• Descriptive Objectives: These objectives aim to describe the characteristics, features, or attributes of a particular population, group, or phenomenon. Descriptive research answers the “what” questions and provides a snapshot of the subject matter.
• Explanatory Objectives : These objectives aim to explain the relationships between variables or factors. Explanatory research seeks to identify the cause-and-effect relationships between different phenomena.
• Predictive Objectives: These objectives aim to predict future events or outcomes based on existing data or trends. Predictive research uses statistical models to forecast future trends or outcomes.
• Evaluative Objectives : These objectives aim to evaluate the effectiveness or impact of a program, intervention, or policy. Evaluative research seeks to assess the outcomes or results of a particular intervention or program.
• Prescriptive Objectives: These objectives aim to provide recommendations or solutions to a particular problem or issue. Prescriptive research identifies the best course of action based on the results of the study.
• Diagnostic Objectives : These objectives aim to identify the causes or factors contributing to a particular problem or issue. Diagnostic research seeks to uncover the underlying reasons for a particular phenomenon.
• Comparative Objectives: These objectives aim to compare two or more groups, populations, or phenomena to identify similarities and differences. Comparative research is used to determine which group or approach is more effective or has better outcomes.
• Historical Objectives: These objectives aim to examine past events, trends, or phenomena to gain a better understanding of their significance and impact. Historical research uses archival data, documents, and records to study past events.
• Ethnographic Objectives : These objectives aim to understand the culture, beliefs, and practices of a particular group or community. Ethnographic research involves immersive fieldwork and observation to gain an insider’s perspective of the group being studied.
• Action-oriented Objectives: These objectives aim to bring about social or organizational change. Action-oriented research seeks to identify practical solutions to social problems and to promote positive change in society.
• Conceptual Objectives: These objectives aim to develop new theories, models, or frameworks to explain a particular phenomenon or set of phenomena. Conceptual research seeks to provide a deeper understanding of the subject matter by developing new theoretical perspectives.
• Methodological Objectives: These objectives aim to develop and improve research methods and techniques. Methodological research seeks to advance the field of research by improving the validity, reliability, and accuracy of research methods and tools.
• Theoretical Objectives : These objectives aim to test and refine existing theories or to develop new theoretical perspectives. Theoretical research seeks to advance the field of knowledge by testing and refining existing theories or by developing new theoretical frameworks.
• Measurement Objectives : These objectives aim to develop and validate measurement instruments, such as surveys, questionnaires, and tests. Measurement research seeks to improve the quality and reliability of data collection and analysis by developing and testing new measurement tools.
• Design Objectives : These objectives aim to develop and refine research designs, such as experimental, quasi-experimental, and observational designs. Design research seeks to improve the quality and validity of research by developing and testing new research designs.
• Sampling Objectives: These objectives aim to develop and refine sampling techniques, such as probability and non-probability sampling methods. Sampling research seeks to improve the representativeness and generalizability of research findings by developing and testing new sampling techniques.

How to Write Research Objectives

Writing clear and concise research objectives is an important part of any research project, as it helps to guide the study and ensure that it is focused and relevant. Here are some steps to follow when writing research objectives:

• Identify the research problem : Before you can write research objectives, you need to identify the research problem you are trying to address. This should be a clear and specific problem that can be addressed through research.
• Define the research questions : Based on the research problem, define the research questions you want to answer. These questions should be specific and should guide the research process.
• Identify the variables : Identify the key variables that you will be studying in your research. These are the factors that you will be measuring, manipulating, or analyzing to answer your research questions.
• Write specific objectives: Write specific, measurable objectives that will help you answer your research questions. These objectives should be clear and concise and should indicate what you hope to achieve through your research.
• Use the SMART criteria: To ensure that your research objectives are well-defined and achievable, use the SMART criteria. This means that your objectives should be Specific, Measurable, Achievable, Relevant, and Time-bound.
• Revise and refine: Once you have written your research objectives, revise and refine them to ensure that they are clear, concise, and achievable. Make sure that they align with your research questions and variables, and that they will help you answer your research problem.

Example of Research Objectives

Examples of research objectives Could be:

Research Objectives for the topic of “The Impact of Artificial Intelligence on Employment”:

• To investigate the effects of the adoption of AI on employment trends across various industries and occupations.
• To explore the potential for AI to create new job opportunities and transform existing roles in the workforce.
• To examine the social and economic implications of the widespread use of AI for employment, including issues such as income inequality and access to education and training.
• To identify the skills and competencies that will be required for individuals to thrive in an AI-driven workplace, and to explore the role of education and training in developing these skills.
• To evaluate the ethical and legal considerations surrounding the use of AI for employment, including issues such as bias, privacy, and the responsibility of employers and policymakers to protect workers’ rights.

When to Write Research Objectives

• At the beginning of a research project : Research objectives should be identified and written down before starting a research project. This helps to ensure that the project is focused and that data collection and analysis efforts are aligned with the intended purpose of the research.
• When refining research questions: Writing research objectives can help to clarify and refine research questions. Objectives provide a more concrete and specific framework for addressing research questions, which can improve the overall quality and direction of a research project.
• After conducting a literature review : Conducting a literature review can help to identify gaps in knowledge and areas that require further research. Writing research objectives can help to define and focus the research effort in these areas.
• When developing a research proposal: Research objectives are an important component of a research proposal. They help to articulate the purpose and scope of the research, and provide a clear and concise summary of the expected outcomes and contributions of the research.
• When seeking funding for research: Funding agencies often require a detailed description of research objectives as part of a funding proposal. Writing clear and specific research objectives can help to demonstrate the significance and potential impact of a research project, and increase the chances of securing funding.
• When designing a research study : Research objectives guide the design and implementation of a research study. They help to identify the appropriate research methods, sampling strategies, data collection and analysis techniques, and other relevant aspects of the study design.
• When communicating research findings: Research objectives provide a clear and concise summary of the main research questions and outcomes. They are often included in research reports and publications, and can help to ensure that the research findings are communicated effectively and accurately to a wide range of audiences.
• When evaluating research outcomes : Research objectives provide a basis for evaluating the success of a research project. They help to measure the degree to which research questions have been answered and the extent to which research outcomes have been achieved.
• When conducting research in a team : Writing research objectives can facilitate communication and collaboration within a research team. Objectives provide a shared understanding of the research purpose and goals, and can help to ensure that team members are working towards a common objective.

Purpose of Research Objectives

Some of the main purposes of research objectives include:

• To clarify the research question or problem : Research objectives help to define the specific aspects of the research question or problem that the study aims to address. This makes it easier to design a study that is focused and relevant.
• To guide the research design: Research objectives help to determine the research design, including the research methods, data collection techniques, and sampling strategy. This ensures that the study is structured and efficient.
• To measure progress : Research objectives provide a way to measure progress throughout the research process. They help the researcher to evaluate whether they are on track and meeting their goals.
• To communicate the research goals : Research objectives provide a clear and concise description of the research goals. This helps to communicate the purpose of the study to other researchers, stakeholders, and the general public.

Advantages of Research Objectives

Here are some advantages of having well-defined research objectives:

• Focus : Research objectives help to focus the research effort on specific areas of inquiry. By identifying clear research questions, the researcher can narrow down the scope of the study and avoid getting sidetracked by irrelevant information.
• Clarity : Clearly stated research objectives provide a roadmap for the research study. They provide a clear direction for the research, making it easier for the researcher to stay on track and achieve their goals.
• Measurability : Well-defined research objectives provide measurable outcomes that can be used to evaluate the success of the research project. This helps to ensure that the research is effective and that the research goals are achieved.
• Feasibility : Research objectives help to ensure that the research project is feasible. By clearly defining the research goals, the researcher can identify the resources required to achieve those goals and determine whether those resources are available.
• Relevance : Research objectives help to ensure that the research study is relevant and meaningful. By identifying specific research questions, the researcher can ensure that the study addresses important issues and contributes to the existing body of knowledge.

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Muhammad Hassan

Researcher, Academic Writer, Web developer

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The “Golden Thread” Explained Simply (+ Examples)

By: David Phair (PhD) and Alexandra Shaeffer (PhD) | June 2022

The research aims , objectives and research questions (collectively called the “golden thread”) are arguably the most important thing you need to get right when you’re crafting a research proposal , dissertation or thesis . We receive questions almost every day about this “holy trinity” of research and there’s certainly a lot of confusion out there, so we’ve crafted this post to help you navigate your way through the fog.

Overview: The Golden Thread

• What is the golden thread
• What are research aims ( examples )
• What are research objectives ( examples )
• What are research questions ( examples )
• The importance of alignment in the golden thread

What is the “golden thread”?  

The golden thread simply refers to the collective research aims , research objectives , and research questions for any given project (i.e., a dissertation, thesis, or research paper ). These three elements are bundled together because it’s extremely important that they align with each other, and that the entire research project aligns with them.

Importantly, the golden thread needs to weave its way through the entirety of any research project , from start to end. In other words, it needs to be very clearly defined right at the beginning of the project (the topic ideation and proposal stage) and it needs to inform almost every decision throughout the rest of the project. For example, your research design and methodology will be heavily influenced by the golden thread (we’ll explain this in more detail later), as well as your literature review.

The research aims, objectives and research questions (the golden thread) define the focus and scope ( the delimitations ) of your research project. In other words, they help ringfence your dissertation or thesis to a relatively narrow domain, so that you can “go deep” and really dig into a specific problem or opportunity. They also help keep you on track , as they act as a litmus test for relevance. In other words, if you’re ever unsure whether to include something in your document, simply ask yourself the question, “does this contribute toward my research aims, objectives or questions?”. If it doesn’t, chances are you can drop it.

Alright, enough of the fluffy, conceptual stuff. Let’s get down to business and look at what exactly the research aims, objectives and questions are and outline a few examples to bring these concepts to life.

Research Aims: What are they?

Simply put, the research aim(s) is a statement that reflects the broad overarching goal (s) of the research project. Research aims are fairly high-level (low resolution) as they outline the general direction of the research and what it’s trying to achieve .

Research Aims: Examples  

True to the name, research aims usually start with the wording “this research aims to…”, “this research seeks to…”, and so on. For example:

“This research aims to explore employee experiences of digital transformation in retail HR.”   “This study sets out to assess the interaction between student support and self-care on well-being in engineering graduate students”  

As you can see, these research aims provide a high-level description of what the study is about and what it seeks to achieve. They’re not hyper-specific or action-oriented, but they’re clear about what the study’s focus is and what is being investigated.

Need a helping hand?

Research Objectives: What are they?

The research objectives take the research aims and make them more practical and actionable . In other words, the research objectives showcase the steps that the researcher will take to achieve the research aims.

The research objectives need to be far more specific (higher resolution) and actionable than the research aims. In fact, it’s always a good idea to craft your research objectives using the “SMART” criteria. In other words, they should be specific, measurable, achievable, relevant and time-bound”.

Research Objectives: Examples  

Let’s look at two examples of research objectives. We’ll stick with the topic and research aims we mentioned previously.  

For the digital transformation topic:

To observe the retail HR employees throughout the digital transformation. To assess employee perceptions of digital transformation in retail HR. To identify the barriers and facilitators of digital transformation in retail HR.

And for the student wellness topic:

To determine whether student self-care predicts the well-being score of engineering graduate students. To determine whether student support predicts the well-being score of engineering students. To assess the interaction between student self-care and student support when predicting well-being in engineering graduate students.

  As you can see, these research objectives clearly align with the previously mentioned research aims and effectively translate the low-resolution aims into (comparatively) higher-resolution objectives and action points . They give the research project a clear focus and present something that resembles a research-based “to-do” list.

Research Questions: What are they?

Finally, we arrive at the all-important research questions. The research questions are, as the name suggests, the key questions that your study will seek to answer . Simply put, they are the core purpose of your dissertation, thesis, or research project. You’ll present them at the beginning of your document (either in the introduction chapter or literature review chapter) and you’ll answer them at the end of your document (typically in the discussion and conclusion chapters).  

The research questions will be the driving force throughout the research process. For example, in the literature review chapter, you’ll assess the relevance of any given resource based on whether it helps you move towards answering your research questions. Similarly, your methodology and research design will be heavily influenced by the nature of your research questions. For instance, research questions that are exploratory in nature will usually make use of a qualitative approach, whereas questions that relate to measurement or relationship testing will make use of a quantitative approach.  

Let’s look at some examples of research questions to make this more tangible.

Research Questions: Examples  

Again, we’ll stick with the research aims and research objectives we mentioned previously.  

For the digital transformation topic (which would be qualitative in nature):

How do employees perceive digital transformation in retail HR? What are the barriers and facilitators of digital transformation in retail HR?  

And for the student wellness topic (which would be quantitative in nature):

Does student self-care predict the well-being scores of engineering graduate students? Does student support predict the well-being scores of engineering students? Do student self-care and student support interact when predicting well-being in engineering graduate students?  

You’ll probably notice that there’s quite a formulaic approach to this. In other words, the research questions are basically the research objectives “converted” into question format. While that is true most of the time, it’s not always the case. For example, the first research objective for the digital transformation topic was more or less a step on the path toward the other objectives, and as such, it didn’t warrant its own research question.  

So, don’t rush your research questions and sloppily reword your objectives as questions. Carefully think about what exactly you’re trying to achieve (i.e. your research aim) and the objectives you’ve set out, then craft a set of well-aligned research questions . Also, keep in mind that this can be a somewhat iterative process , where you go back and tweak research objectives and aims to ensure tight alignment throughout the golden thread.

The importance of strong alignment 

Alignment is the keyword here and we have to stress its importance . Simply put, you need to make sure that there is a very tight alignment between all three pieces of the golden thread. If your research aims and research questions don’t align, for example, your project will be pulling in different directions and will lack focus . This is a common problem students face and can cause many headaches (and tears), so be warned.

Take the time to carefully craft your research aims, objectives and research questions before you run off down the research path. Ideally, get your research supervisor/advisor to review and comment on your golden thread before you invest significant time into your project, and certainly before you start collecting data .  

Recap: The golden thread

In this post, we unpacked the golden thread of research, consisting of the research aims , research objectives and research questions . You can jump back to any section using the links below.

As always, feel free to leave a comment below – we always love to hear from you. Also, if you’re interested in 1-on-1 support, take a look at our private coaching service here.

Psst... there’s more!

This post was based on one of our popular Research Bootcamps . If you're working on a research project, you'll definitely want to check this out ...

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39 Comments

Thank you very much for your great effort put. As an Undergraduate taking Demographic Research & Methodology, I’ve been trying so hard to understand clearly what is a Research Question, Research Aim and the Objectives in a research and the relationship between them etc. But as for now I’m thankful that you’ve solved my problem.

Well appreciated. This has helped me greatly in doing my dissertation.

An so delighted with this wonderful information thank you a lot.

so impressive i have benefited a lot looking forward to learn more on research.

I am very happy to have carefully gone through this well researched article.

Infact,I used to be phobia about anything research, because of my poor understanding of the concepts.

Now,I get to know that my research question is the same as my research objective(s) rephrased in question format.

I please I would need a follow up on the subject,as I intends to join the team of researchers. Thanks once again.

Thanks so much. This was really helpful.

I know you pepole have tried to break things into more understandable and easy format. And God bless you. Keep it up

i found this document so useful towards my study in research methods. thanks so much.

This is my 2nd read topic in your course and I should commend the simplified explanations of each part. I’m beginning to understand and absorb the use of each part of a dissertation/thesis. I’ll keep on reading your free course and might be able to avail the training course! Kudos!

Thank you! Better put that my lecture and helped to easily understand the basics which I feel often get brushed over when beginning dissertation work.

This is quite helpful. I like how the Golden thread has been explained and the needed alignment.

This is quite helpful. I really appreciate!

The article made it simple for researcher students to differentiate between three concepts.

Very innovative and educational in approach to conducting research.

I am very impressed with all these terminology, as I am a fresh student for post graduate, I am highly guided and I promised to continue making consultation when the need arise. Thanks a lot.

A very helpful piece. thanks, I really appreciate it .

Very well explained, and it might be helpful to many people like me.

Wish i had found this (and other) resource(s) at the beginning of my PhD journey… not in my writing up year… 😩 Anyways… just a quick question as i’m having some issues ordering my “golden thread”…. does it matter in what order you mention them? i.e., is it always first aims, then objectives, and finally the questions? or can you first mention the research questions and then the aims and objectives?

Thank you for a very simple explanation that builds upon the concepts in a very logical manner. Just prior to this, I read the research hypothesis article, which was equally very good. This met my primary objective.

My secondary objective was to understand the difference between research questions and research hypothesis, and in which context to use which one. However, I am still not clear on this. Can you kindly please guide?

In research, a research question is a clear and specific inquiry that the researcher wants to answer, while a research hypothesis is a tentative statement or prediction about the relationship between variables or the expected outcome of the study. Research questions are broader and guide the overall study, while hypotheses are specific and testable statements used in quantitative research. Research questions identify the problem, while hypotheses provide a focus for testing in the study.

Exactly what I need in this research journey, I look forward to more of your coaching videos.

This helped a lot. Thanks so much for the effort put into explaining it.

What data source in writing dissertation/Thesis requires?

What is data source covers when writing dessertation/thesis

This is quite useful thanks

I’m excited and thankful. I got so much value which will help me progress in my thesis.

where are the locations of the reserch statement, research objective and research question in a reserach paper? Can you write an ouline that defines their places in the researh paper?

Very helpful and important tips on Aims, Objectives and Questions.

Thank you so much for making research aim, research objectives and research question so clear. This will be helpful to me as i continue with my thesis.

Thanks much for this content. I learned a lot. And I am inspired to learn more. I am still struggling with my preparation for dissertation outline/proposal. But I consistently follow contents and tutorials and the new FB of GRAD Coach. Hope to really become confident in writing my dissertation and successfully defend it.

As a researcher and lecturer, I find splitting research goals into research aims, objectives, and questions is unnecessarily bureaucratic and confusing for students. For most biomedical research projects, including ‘real research’, 1-3 research questions will suffice (numbers may differ by discipline).

Awesome! Very important resources and presented in an informative way to easily understand the golden thread. Indeed, thank you so much.

Well explained

The blog article on research aims, objectives, and questions by Grad Coach is a clear and insightful guide that aligns with my experiences in academic research. The article effectively breaks down the often complex concepts of research aims and objectives, providing a straightforward and accessible explanation. Drawing from my own research endeavors, I appreciate the practical tips offered, such as the need for specificity and clarity when formulating research questions. The article serves as a valuable resource for students and researchers, offering a concise roadmap for crafting well-defined research goals and objectives. Whether you’re a novice or an experienced researcher, this article provides practical insights that contribute to the foundational aspects of a successful research endeavor.

A great thanks for you. it is really amazing explanation. I grasp a lot and one step up to research knowledge.

I really found these tips helpful. Thank you very much Grad Coach.

I found this article helpful. Thanks for sharing this.

thank you so much, the explanation and examples are really helpful

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• Health Management, Ethics and Research Module: 8.  Ethical Dilemmas in Health Service Delivery
• Health Management, Ethics and Research Module: 9.  Rights and Obligations of Health Extension Practitioners
• Health Management, Ethics and Research Module: 10.  General Principles of Health Research and Introduction to Community Surveys
• Health Management, Ethics and Research Module: 11.  Developing Your Community Profile
• Health Management, Ethics and Research: 12.  Data Collection and Analysis for Your Baseline Community Survey
• Introduction
• Learning Outcomes for Study Session 13
• 13.1.1  Components of a community profile report
• 13.2.1  Clarifying the problem of malaria infection in your community
• 13.2.2  Criteria for choosing health problems to research
• 13.2.3  Poor sanitary conditions: creating a research question
• 13.2.4  Community participation in prioritising health issues
• 13.3  Choosing which topic to research

13.4.1  What other sources should you consult?

13.4.2  Research objectives

Summary of Study Session 13

• Self-Assessment Questions (SAQs) for Study Session 13
• Health Management, Ethics and Research: 14.  Research Strategies and Study Designs for Small-Scale Research
• Health Management, Ethics and Research Module: 15.  Sampling Methods and Sample Size in Small-Scale Research
• Health Management, Ethics and Research Module: 16.  Extended Case Study on Health Management, Ethics and Research
• Download PDF version
• Health Management, Ethics and Research PDF (1.4MB)

About this course

• 40 hours study
• 1 Level 1: Introductory
• Course description

Health Management, Ethics and Research

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The final part of clarifying your research project involves thinking in more detail about your research objectives . Research objectives should be closely related to the statement of the problem and summarise what you hope will be achieved by the study. For example, if the problem identified is low utilisation of antenatal care services, the general objective of the study could be to identify the reasons for this low uptake, in order to find ways of improving it.

Writing your research objectives clearly helps to:

• Define the focus of your study
• Clearly identify variables to be measured
• Indicate the various steps to be involved
• Establish the limits of the study
• Avoid collection of any data that is not strictly necessary.

What do you think might happen if you started a research project, but hadn’t written any clear research objectives?

Without clearly written research objectives, you might be confused about the limits of the study, what data should be collected, or how to conduct the research.

Objectives can be general or specific. The general objective of your study states what you expect to achieve in general terms. Specific objectives break down the general objective into smaller, logically connected parts that systematically address the various aspects of the problem. Your specific objectives should specify exactly what you will do in each phase of your study, how, where, when and for what purpose.

How should your objectives be stated?

Your objectives should be stated using action verbs that are specific enough to be measured, for example: to compare, to calculate, to assess, to determine, to verify, to calculate, to describe, to explain, etc. Avoid the use of vague non-active verbs such as: to appreciate, to understand, to believe, to study, etc., because it is difficult to evaluate whether they have been achieved.

Case Study 13.3 General and specific objectives for a counselling project

A research study designed to assess the accessibility and acceptability of the Voluntary Counselling and Testing (VCT) Services for HIV infection in kebele X had the following general and specific objectives:

General objective: To identify factors that affects the acceptability of VCT services and to assess community attitudes towards comprehensive care and support for people living with HIV/AIDS.

Specific objectives:

• To assess the knowledge, attitude and practice of the community towards HIV/AIDS and VCT services.
• To identify barriers and concerns related to VCT and its uptake.
• To assess the awareness and perception of the study community regarding comprehensive care and support for people living with HIV/AIDS.

What is the difference between the specific objectives and the general objective of a research project? You can use the example in Case Study 13.3 to help you answer this question.

Specific objectives are detailed objectives that describe what will be researched during the study, whereas the general objective is a much broader statement about what the study aims to achieve overall.

In the next study session, we will move on to teach you about research strategies and alternative study designs that you may choose to conduct for a small-scale research project in your community.

For further information, take a look at our frequently asked questions which may give you the support you need.

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• Aims and Objectives – A Guide for Academic Writing
• Doing a PhD

One of the most important aspects of a thesis, dissertation or research paper is the correct formulation of the aims and objectives. This is because your aims and objectives will establish the scope, depth and direction that your research will ultimately take. An effective set of aims and objectives will give your research focus and your reader clarity, with your aims indicating what is to be achieved, and your objectives indicating how it will be achieved.

Introduction

There is no getting away from the importance of the aims and objectives in determining the success of your research project. Unfortunately, however, it is an aspect that many students struggle with, and ultimately end up doing poorly. Given their importance, if you suspect that there is even the smallest possibility that you belong to this group of students, we strongly recommend you read this page in full.

This page describes what research aims and objectives are, how they differ from each other, how to write them correctly, and the common mistakes students make and how to avoid them. An example of a good aim and objectives from a past thesis has also been deconstructed to help your understanding.

What Are Aims and Objectives?

Research aims.

A research aim describes the main goal or the overarching purpose of your research project.

In doing so, it acts as a focal point for your research and provides your readers with clarity as to what your study is all about. Because of this, research aims are almost always located within its own subsection under the introduction section of a research document, regardless of whether it’s a thesis , a dissertation, or a research paper .

A research aim is usually formulated as a broad statement of the main goal of the research and can range in length from a single sentence to a short paragraph. Although the exact format may vary according to preference, they should all describe why your research is needed (i.e. the context), what it sets out to accomplish (the actual aim) and, briefly, how it intends to accomplish it (overview of your objectives).

To give an example, we have extracted the following research aim from a real PhD thesis:

Example of a Research Aim

The role of diametrical cup deformation as a factor to unsatisfactory implant performance has not been widely reported. The aim of this thesis was to gain an understanding of the diametrical deformation behaviour of acetabular cups and shells following impaction into the reamed acetabulum. The influence of a range of factors on deformation was investigated to ascertain if cup and shell deformation may be high enough to potentially contribute to early failure and high wear rates in metal-on-metal implants.

Note: Extracted with permission from thesis titled “T he Impact And Deformation Of Press-Fit Metal Acetabular Components ” produced by Dr H Hothi of previously Queen Mary University of London.

Research Objectives

Where a research aim specifies what your study will answer, research objectives specify how your study will answer it.

They divide your research aim into several smaller parts, each of which represents a key section of your research project. As a result, almost all research objectives take the form of a numbered list, with each item usually receiving its own chapter in a dissertation or thesis.

Following the example of the research aim shared above, here are it’s real research objectives as an example:

Example of a Research Objective

• Develop finite element models using explicit dynamics to mimic mallet blows during cup/shell insertion, initially using simplified experimentally validated foam models to represent the acetabulum.
• Investigate the number, velocity and position of impacts needed to insert a cup.
• Determine the relationship between the size of interference between the cup and cavity and deformation for different cup types.
• Investigate the influence of non-uniform cup support and varying the orientation of the component in the cavity on deformation.
• Examine the influence of errors during reaming of the acetabulum which introduce ovality to the cavity.
• Determine the relationship between changes in the geometry of the component and deformation for different cup designs.
• Develop three dimensional pelvis models with non-uniform bone material properties from a range of patients with varying bone quality.
• Use the key parameters that influence deformation, as identified in the foam models to determine the range of deformations that may occur clinically using the anatomic models and if these deformations are clinically significant.

It’s worth noting that researchers sometimes use research questions instead of research objectives, or in other cases both. From a high-level perspective, research questions and research objectives make the same statements, but just in different formats.

Taking the first three research objectives as an example, they can be restructured into research questions as follows:

Restructuring Research Objectives as Research Questions

• Can finite element models using simplified experimentally validated foam models to represent the acetabulum together with explicit dynamics be used to mimic mallet blows during cup/shell insertion?
• What is the number, velocity and position of impacts needed to insert a cup?
• What is the relationship between the size of interference between the cup and cavity and deformation for different cup types?

Difference Between Aims and Objectives

Hopefully the above explanations make clear the differences between aims and objectives, but to clarify:

• The research aim focus on what the research project is intended to achieve; research objectives focus on how the aim will be achieved.
• Research aims are relatively broad; research objectives are specific.
• Research aims focus on a project’s long-term outcomes; research objectives focus on its immediate, short-term outcomes.
• A research aim can be written in a single sentence or short paragraph; research objectives should be written as a numbered list.

How to Write Aims and Objectives

Before we discuss how to write a clear set of research aims and objectives, we should make it clear that there is no single way they must be written. Each researcher will approach their aims and objectives slightly differently, and often your supervisor will influence the formulation of yours on the basis of their own preferences.

Regardless, there are some basic principles that you should observe for good practice; these principles are described below.

Your aim should be made up of three parts that answer the below questions:

• Why is this research required?
• What is this research about?
• How are you going to do it?

The easiest way to achieve this would be to address each question in its own sentence, although it does not matter whether you combine them or write multiple sentences for each, the key is to address each one.

The first question, why , provides context to your research project, the second question, what , describes the aim of your research, and the last question, how , acts as an introduction to your objectives which will immediately follow.

Scroll through the image set below to see the ‘why, what and how’ associated with our research aim example.

Note: Your research aims need not be limited to one. Some individuals per to define one broad ‘overarching aim’ of a project and then adopt two or three specific research aims for their thesis or dissertation. Remember, however, that in order for your assessors to consider your research project complete, you will need to prove you have fulfilled all of the aims you set out to achieve. Therefore, while having more than one research aim is not necessarily disadvantageous, consider whether a single overarching one will do.

Research Objectives

Each of your research objectives should be SMART :

• Specific – is there any ambiguity in the action you are going to undertake, or is it focused and well-defined?
• Measurable – how will you measure progress and determine when you have achieved the action?
• Achievable – do you have the support, resources and facilities required to carry out the action?
• Relevant – is the action essential to the achievement of your research aim?
• Timebound – can you realistically complete the action in the available time alongside your other research tasks?

In addition to being SMART, your research objectives should start with a verb that helps communicate your intent. Common research verbs include:

Table of Research Verbs to Use in Aims and Objectives

Last, format your objectives into a numbered list. This is because when you write your thesis or dissertation, you will at times need to make reference to a specific research objective; structuring your research objectives in a numbered list will provide a clear way of doing this.

To bring all this together, let’s compare the first research objective in the previous example with the above guidance:

Checking Research Objective Example Against Recommended Approach

Research Objective:

1. Develop finite element models using explicit dynamics to mimic mallet blows during cup/shell insertion, initially using simplified experimentally validated foam models to represent the acetabulum.

Checking Against Recommended Approach:

Q: Is it specific? A: Yes, it is clear what the student intends to do (produce a finite element model), why they intend to do it (mimic cup/shell blows) and their parameters have been well-defined ( using simplified experimentally validated foam models to represent the acetabulum ).

Q: Is it measurable? A: Yes, it is clear that the research objective will be achieved once the finite element model is complete.

Q: Is it achievable? A: Yes, provided the student has access to a computer lab, modelling software and laboratory data.

Q: Is it relevant? A: Yes, mimicking impacts to a cup/shell is fundamental to the overall aim of understanding how they deform when impacted upon.

Q: Is it timebound? A: Yes, it is possible to create a limited-scope finite element model in a relatively short time, especially if you already have experience in modelling.

Q: Does it start with a verb? A: Yes, it starts with ‘develop’, which makes the intent of the objective immediately clear.

Q: Is it a numbered list? A: Yes, it is the first research objective in a list of eight.

Mistakes in Writing Research Aims and Objectives

1. making your research aim too broad.

Having a research aim too broad becomes very difficult to achieve. Normally, this occurs when a student develops their research aim before they have a good understanding of what they want to research. Remember that at the end of your project and during your viva defence , you will have to prove that you have achieved your research aims; if they are too broad, this will be an almost impossible task. In the early stages of your research project, your priority should be to narrow your study to a specific area. A good way to do this is to take the time to study existing literature, question their current approaches, findings and limitations, and consider whether there are any recurring gaps that could be investigated .

Note: Achieving a set of aims does not necessarily mean proving or disproving a theory or hypothesis, even if your research aim was to, but having done enough work to provide a useful and original insight into the principles that underlie your research aim.

2. Making Your Research Objectives Too Ambitious

Be realistic about what you can achieve in the time you have available. It is natural to want to set ambitious research objectives that require sophisticated data collection and analysis, but only completing this with six months before the end of your PhD registration period is not a worthwhile trade-off.

3. Formulating Repetitive Research Objectives

Each research objective should have its own purpose and distinct measurable outcome. To this effect, a common mistake is to form research objectives which have large amounts of overlap. This makes it difficult to determine when an objective is truly complete, and also presents challenges in estimating the duration of objectives when creating your project timeline. It also makes it difficult to structure your thesis into unique chapters, making it more challenging for you to write and for your audience to read.

Fortunately, this oversight can be easily avoided by using SMART objectives.

Hopefully, you now have a good idea of how to create an effective set of aims and objectives for your research project, whether it be a thesis, dissertation or research paper. While it may be tempting to dive directly into your research, spending time on getting your aims and objectives right will give your research clear direction. This won’t only reduce the likelihood of problems arising later down the line, but will also lead to a more thorough and coherent research project.

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Research Objectives: Meaning, Types

A research objective addresses the purpose of the investigation and the types of knowledge generated from one’s investigation. It provides a framework for what is to be achieved by the study

What is the Research Objective?

A research objective addresses the purpose of the investigation and the types of knowledge generated from one’s investigation. Looking at the objectives of the research , one can anticipate what is to be achieved by the study.

A research objective indicates the population of interest and independent and dependent variables.

Many researchers state their research objective in the declarative form as a broad statement of purpose, such as the objective of this study is to examine the relationship between the initial salary (dependent variable) of those who are employed in NGOs (population of interest) and their previous job experience (independent variable).

The descriptive study does not always have variables that can be designated as independent or dependent.

In such a case, the objective indicates the nature of the inquiry, the study variables, and the population under study, as we find in the example.

This study aims to assess the women’s decision-making autonomy regarding their health care, their child’s health care, large household purchases, household purchases for daily needs, and visits to the women’s family or relatives.

In causal studies, the objectives are usually stated in the form of hypotheses.

Here is an example: Participation of women in household decision-making increases with age, their level of education, and the number of surviving children.

We can enumerate three major reasons for formulating the objectives of the research;

• Focus the study on narrowing it down to essentials;
• Avoid collection of data that are not strictly necessary for understanding and solving the problem at hand;
• Organize the study in clearly defined components or phases.

While formulating the research objectives, we should keep in mind that the results will be compared to the objectives when the study is evaluated.

If the objectives have not been formulated clearly, the study cannot be evaluated as desired. It is because of this reason; we should take care that the objectives fulfill certain criteria;

• They are realistic to fit the local environment.
• They cover the different aspects of the problem.
• They consider the contributing factors in a coherent way and logical sequence.
• They consider ethical issues, if any.
• They are phrased in operational terms.

Objectives should be closely related to the research problem statement, giving the sponsor specific, concrete, and achievable goals.

It is best to state the objectives of a study in general terms first and then move down to specific terms.

4 Types of Research Objectives

From this point of view, objectives are of two types: general and specific. We elaborate on these two concepts below, along with two more objectives: immediate objective and ultimate objective.

General Objective

The general objective of a study states what is expected to be achieved by the study in general terms.

For example, if the problem identified is the low utilization of Child Welfare Clinics (CWC), the general objective of the study could be:

• Identify the reasons for the low utilization of Child Welfare Clinics to find solutions.

Similarly, in a study on anemia in pregnancy, the general objective could be stated as:

• To study the changes in the hemoglobin level with an increase in the duration of pregnancy.

Or in a study to examine the contribution of goat farming to poverty alleviation, the general objective may be framed as follows:

• To assess the impact of investment in goat farming for poverty alleviation in rural Bangladesh.

Specific Objectives

Given that we have rightly stated the general objectives, it is advisable to break it down into several smaller, logically connected parts. These are normally referred to as specific objectives.

Specific objectives should systematically address the various aspects of the problems defined under the problem statement and the key factors that are assumed to influence or cause the problems.

They should specify what you will do in your study, where this study will be done, and for what purpose.

If formulated properly, specific objectives will facilitate the development of the research methodology and help the researcher orient the collection, analysis, interpretation, and utilization of data.

Thus in the anemia survey just cited above, the specific objectives could be

• To determine through history, the duration of pregnancy, parity, and the last birth interval of pregnant women in the study;
• To assess the hemoglobin level of pregnant women using Sahli’s method;
• To determine the changes in hemoglobin level with the duration of pregnancy, controlling for birth and parity.

Immediate Objectives

In addition to general objectives and specific objectives, a few studies, particularly evaluative studies, attempt to specify immediate objectives.

The immediate objective serves to indicate the focus of the proposed research in behavioral terms. The objective should specify the following points:

• Why are we going to do the study?
• Who will conduct the study?
• When will the study be conducted?
• What are we going to study?
• Whom will the study cover?
• How will the study be conducted?

The ‘why’  question addresses the rationale and objectives of the study.

The ‘whose’  question is designed to identify the individuals, firms, or organizations responsible for implementing the study.

The ‘when’  question seeks to know the study period.

The ‘what’  question addresses the issue of a statement of the problem, including the key variables.

The ‘ whom’ question seeks to answer the population to be studied.

The ‘ how’   question seeks to know the methodology to be followed, including the research design and sampling strategy to be employed.

Ultimate Objective

Most applied research studies have a statement of ultimate objective that focuses on how the results will be used to motivate the program managers and policymakers to implement and execute the recommendations from the survey results.

In the anemia survey, the ultimate objective may be stated as follows:

It is expected that the study’s findings will help enhance understanding of the effect of pregnancy on hemoglobin levels of mothers and thereby guide the physician’s incorrect iron therapy for pregnant women during the different gestational periods.

In the child nutrition survey cited above, the ultimate objectives were to highlight issues that policymakers and program managers need to address to improve the nutrition status of children in the country.

How are research objectives typically stated in causal studies?

What are the main reasons for formulating research objectives.

The main reasons for formulating research objectives are to focus the study, avoid unnecessary data collection, and organize the study in clearly defined components or phases.

What is the difference between general and specific research objectives?

The general objective of a study states the expected outcome in broad terms, while specific objectives break down the general objective into smaller, logically connected parts that address various aspects of the research problem.

What are the immediate objectives in research?

Immediate objectives indicate the focus of the proposed research in behavioral terms, specifying why, who, when, what, whom, and how the study will be conducted.

How does an ultimate objective differ from other research objectives?

The ultimate objective focuses on how the results of the research will be used, aiming to motivate program managers and policymakers to implement the recommendations derived from the study’s findings.

Why is it essential to state research objectives clearly?

Clear research objectives are crucial because the study’s results will be compared to these objectives when evaluating the study. If the objectives are not clearly formulated, the study cannot be evaluated as desired.

Research Aims and Objectives: The dynamic duo for successful research

Picture yourself on a road trip without a destination in mind — driving aimlessly, not knowing where you’re headed or how to get there. Similarly, your research is navigated by well-defined research aims and objectives. Research aims and objectives are the foundation of any research project. They provide a clear direction and purpose for the study, ensuring that you stay focused and on track throughout the process. They are your trusted navigational tools, leading you to success.

Understanding the relationship between research objectives and aims is crucial to any research project’s success, and we’re here to break it down for you in this article. Here, we’ll explore the importance of research aims and objectives, understand their differences, and delve into the impact they have on the quality of research.

Understanding the Difference between Research Aims and Objectives

In research, aims and objectives are two important components but are often used interchangeably. Though they may sound similar, they are distinct and serve different purposes.

Research Aims:

Research aims are broad statements that describe the overall purpose of your study. They provide a general direction for your study and indicate the intended achievements of your research. Aims are usually written in a general and abstract manner describing the ultimate goal of the research.

Research Objectives:

Research objectives are specific, measurable, and achievable goals that you aim to accomplish within a specified timeframe. They break down the research aims into smaller, more manageable components and provide a clear picture of what you want to achieve and how you plan to achieve it.

In the example, the objectives provide specific targets that must be achieved to reach the aim. Essentially, aims provide the overall direction for the research while objectives provide specific targets that must be achieved to accomplish the aims. Aims provide a broad context for the research, while the objectives provide smaller steps that the researcher must take to accomplish the overall research goals. To illustrate, when planning a road trip, your research aim is the destination you want to reach, and your research objectives are the specific routes you need to take to get there.

Aims and objectives are interconnected. Objectives play a key role in defining the research methodology, providing a roadmap for how you’ll collect and analyze data, while aim is the final destination, which represents the ultimate goal of your research. By setting specific goals, you’ll be able to design a research plan that helps you achieve your objectives and, ultimately, your research aim.

Importance of Well-defined Aims and Objectives

The impact of clear research aims and objectives on the quality of research cannot be understated. But it’s not enough to simply have aims and objectives. Well-defined research aims and objectives are important for several reasons:

• Provides direction: Clear aims and well-defined objectives provide a specific direction for your research study, ensuring that the research stays focused on a specific topic or problem. This helps to prevent the research from becoming too broad or unfocused, and ensures that the study remains relevant and meaningful.
• Guides research design: The research aim and objectives help guide the research design and methodology, ensuring that your study is designed in a way that will answer the research questions and achieve the research objectives.
• Helps with resource allocation: Clear research aims and objectives helps you to allocate resources effectively , including time, financial resources, human resources, and other required materials. With a well-defined aim and objectives, you can identify the resources required to conduct the research, and allocate them in a way that maximizes efficiency and productivity.
• Assists in evaluation: Clearly specified research aims and objectives allow for effective evaluation of your research project’s success. You can assess whether the research has achieved its objectives, and whether the aim has been met. This evaluation process can help to identify areas of the research project that may require further attention or modification.
• Enhances communication: Well-defined research aims and objectives help to enhance communication among the research team, stakeholders, funding agencies, and other interested parties. Clear aims and objectives ensure that everyone involved in your research project understands the purpose and goals of the study. This can help to foster collaboration and ensure that everyone is working towards the same end goal.

How to Formulate Research Aims and Objectives

Formulating effective research aims and objectives involves a systematic process to ensure that they are clear, specific, achievable, and relevant. Start by asking yourself what you want to achieve through your research. What impact do you want your research to have? Once you have a clear understanding of your aims, you can then break them down into specific, achievable objectives. Here are some steps you can follow when developing research aims and objectives:

• Identify the research question : Clearly identify the questions you want to answer through your research. This will help you define the scope of your research. Understanding the characteristics of a good research question will help you generate clearer aims and objectives.
• Conduct literature review : When defining your research aim and objectives, it’s important to conduct a literature review to identify key concepts, theories, and methods related to your research problem or question. Conducting a thorough literature review can help you understand what research has been done in the area and what gaps exist in the literature.
• Identify the research aim: Develop a research aim that summarizes the overarching goal of your research. The research aim should be broad and concise.
• Develop research objectives: Based on your research questions and research aim, develop specific research objectives that outline what you intend to achieve through your research. These objectives should be specific, measurable, achievable, relevant, and time-bound (SMART).
• Use action verbs: Use action verbs such as “investigate,” “examine,” “analyze,” and “compare” to describe your research aims and objectives. This makes them more specific and measurable.
• Ensure alignment with research question: Ensure that the research aim and objectives are aligned with the research question. This helps to ensure that the research remains focused and that the objectives are specific enough to answer your research question.
• Refine and revise: Once the research aim and objectives have been developed, refine and revise them as needed. Seek feedback from your colleagues, mentors, or supervisors to ensure that they are clear, concise, and achievable within the given resources and timeframe.
• Communicate: After finalizing the research aim and objectives, they should be communicated to the research team, stakeholders, and other interested parties. This helps to ensure that everyone is working towards the same end goal and understands the purpose of the study.

Common Pitfalls to Avoid While Formulating Aims and Objectives

There are several common mistakes that researchers can make when writing research aims and objectives. These include:

• Being too broad or vague: Aims and objectives that are too general or unclear can lead to confusion and lack of focus. It is important to ensure that the aims and objectives are concise and clear.
• Being too narrow or specific: On the other hand, aims and objectives that are too narrow or specific may limit the scope of the research and make it difficult to draw meaningful conclusions or implications.
• Being too ambitious: While it is important to aim high, being too ambitious with the aims and objectives can lead to unrealistic expectations and can be difficult to achieve within the constraints of the research project.
• Lack of alignment: The aims and objectives should be directly linked to the research questions being investigated. Otherwise, this will lead to a lack of coherence in the research project.
• Lack of feasibility: The aims and objectives should be achievable within the constraints of the research project, including time, budget, and resources. Failing to consider feasibility may cause compromise of the research quality.
• Failing to consider ethical considerations: The aims and objectives should take into account any ethical considerations, such as ensuring the safety and well-being of study participants.
• Failing to involve all stakeholders: It’s important to involve all relevant stakeholders, such as participants, supervisors, and funding agencies, in the development of the aims and objectives to ensure they are appropriate and relevant.

To avoid these common pitfalls, it is important to be specific, clear, relevant, and realistic when writing research aims and objectives. Seek feedback from colleagues or supervisors to ensure that the aims and objectives are aligned with the research problem , questions, and methodology, and are achievable within the constraints of the research project. It’s important to continually refine your aims and objectives as you go. As you progress in your research, it’s not uncommon for research aims and objectives to evolve slightly, but it’s important that they remain consistent with the study conducted and the research topic.

In summary, research aims and objectives are the backbone of any successful research project. They give you the ability to cut through the noise and hone in on what really matters. By setting clear goals and aligning them with your research questions and methodology, you can ensure that your research is relevant, impactful, and of the highest quality. So, before you hit the road on your research journey, make sure you have a clear destination and steps to get there. Let us know in the comments section below the challenges you faced and the strategies you followed while fomulating research aims and objectives! Also, feel free to reach out to us at any stage of your research or publication by using #AskEnago  and tagging @EnagoAcademy on Twitter , Facebook , and Quora . Happy researching!

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21 Research Objectives Examples (Copy and Paste)

Research objectives refer to the definitive statements made by researchers at the beginning of a research project detailing exactly what a research project aims to achieve.

These objectives are explicit goals clearly and concisely projected by the researcher to present a clear intention or course of action for his or her qualitative or quantitative study. 

Research objectives are typically nested under one overarching research aim. The objectives are the steps you’ll need to take in order to achieve the aim (see the examples below, for example, which demonstrate an aim followed by 3 objectives, which is what I recommend to my research students).

Research Objectives vs Research Aims

Research aim and research objectives are fundamental constituents of any study, fitting together like two pieces of the same puzzle.

The ‘research aim’ describes the overarching goal or purpose of the study (Kumar, 2019). This is usually a broad, high-level purpose statement, summing up the central question that the research intends to answer.

Example of an Overarching Research Aim:

“The aim of this study is to explore the impact of climate change on crop productivity.” 

Comparatively, ‘research objectives’ are concrete goals that underpin the research aim, providing stepwise actions to achieve the aim.

Objectives break the primary aim into manageable, focused pieces, and are usually characterized as being more specific, measurable, achievable, relevant, and time-bound (SMART).

Examples of Specific Research Objectives:

1. “To examine the effects of rising temperatures on the yield of rice crops during the upcoming growth season.” 2. “To assess changes in rainfall patterns in major agricultural regions over the first decade of the twenty-first century (2000-2010).” 3. “To analyze the impact of changing weather patterns on crop diseases within the same timeframe.”

The distinction between these two terms, though subtle, is significant for successfully conducting a study. The research aim provides the study with direction, while the research objectives set the path to achieving this aim, thereby ensuring the study’s efficiency and effectiveness.

How to Write Research Objectives

I usually recommend to my students that they use the SMART framework to create their research objectives.

SMART is an acronym standing for Specific, Measurable, Achievable, Relevant, and Time-bound. It provides a clear method of defining solid research objectives and helps students know where to start in writing their objectives (Locke & Latham, 2013).

Each element of this acronym adds a distinct dimension to the framework, aiding in the creation of comprehensive, well-delineated objectives.

Here is each step:

• Specific : We need to avoid ambiguity in our objectives. They need to be clear and precise (Doran, 1981). For instance, rather than stating the objective as “to study the effects of social media,” a more focused detail would be “to examine the effects of social media use (Facebook, Instagram, and Twitter) on the academic performance of college students.”
• Measurable: The measurable attribute provides a clear criterion to determine if the objective has been met (Locke & Latham, 2013). A quantifiable element, such as a percentage or a number, adds a measurable quality. For example, “to increase response rate to the annual customer survey by 10%,” makes it easier to ascertain achievement.
• Achievable: The achievable aspect encourages researchers to craft realistic objectives, resembling a self-check mechanism to ensure the objectives align with the scope and resources at disposal (Doran, 1981). For example, “to interview 25 participants selected randomly from a population of 100” is an attainable objective as long as the researcher has access to these participants.
• Relevance : Relevance, the fourth element, compels the researcher to tailor the objectives in alignment with overarching goals of the study (Locke & Latham, 2013). This is extremely important – each objective must help you meet your overall one-sentence ‘aim’ in your study.
• Time-Bound: Lastly, the time-bound element fosters a sense of urgency and prioritization, preventing procrastination and enhancing productivity (Doran, 1981). “To analyze the effect of laptop use in lectures on student engagement over the course of two semesters this year” expresses a clear deadline, thus serving as a motivator for timely completion.

You’re not expected to fit every single element of the SMART framework in one objective, but across your objectives, try to touch on each of the five components.

Research Objectives Examples

1. Field: Psychology

Aim: To explore the impact of sleep deprivation on cognitive performance in college students.

• Objective 1: To compare cognitive test scores of students with less than six hours of sleep and those with 8 or more hours of sleep.
• Objective 2: To investigate the relationship between class grades and reported sleep duration.
• Objective 3: To survey student perceptions and experiences on how sleep deprivation affects their cognitive capabilities.

2. Field: Environmental Science

Aim: To understand the effects of urban green spaces on human well-being in a metropolitan city.

• Objective 1: To assess the physical and mental health benefits of regular exposure to urban green spaces.
• Objective 2: To evaluate the social impacts of urban green spaces on community interactions.
• Objective 3: To examine patterns of use for different types of urban green spaces. 

3. Field: Technology

Aim: To investigate the influence of using social media on productivity in the workplace.

• Objective 1: To measure the amount of time spent on social media during work hours.
• Objective 2: To evaluate the perceived impact of social media use on task completion and work efficiency.
• Objective 3: To explore whether company policies on social media usage correlate with different patterns of productivity.

4. Field: Education

Aim: To examine the effectiveness of online vs traditional face-to-face learning on student engagement and achievement.

• Objective 1: To compare student grades between the groups exposed to online and traditional face-to-face learning.
• Objective 2: To assess student engagement levels in both learning environments.
• Objective 3: To collate student perceptions and preferences regarding both learning methods.

5. Field: Health

Aim: To determine the impact of a Mediterranean diet on cardiac health among adults over 50.

• Objective 1: To assess changes in cardiovascular health metrics after following a Mediterranean diet for six months.
• Objective 2: To compare these health metrics with a similar group who follow their regular diet.
• Objective 3: To document participants’ experiences and adherence to the Mediterranean diet.

6. Field: Environmental Science

Aim: To analyze the impact of urban farming on community sustainability.

• Objective 1: To document the types and quantity of food produced through urban farming initiatives.
• Objective 2: To assess the effect of urban farming on local communities’ access to fresh produce.
• Objective 3: To examine the social dynamics and cooperative relationships in the creating and maintaining of urban farms.

7. Field: Sociology

Aim: To investigate the influence of home offices on work-life balance during remote work.

• Objective 1: To survey remote workers on their perceptions of work-life balance since setting up home offices.
• Objective 2: To conduct an observational study of daily work routines and family interactions in a home office setting.
• Objective 3: To assess the correlation, if any, between physical boundaries of workspaces and mental boundaries for work in the home setting.

8. Field: Economics

Aim: To evaluate the effects of minimum wage increases on small businesses.

• Objective 1: To analyze cost structures, pricing changes, and profitability of small businesses before and after minimum wage increases.
• Objective 2: To survey small business owners on the strategies they employ to navigate minimum wage increases.
• Objective 3: To examine employment trends in small businesses in response to wage increase legislation.

9. Field: Education

Aim: To explore the role of extracurricular activities in promoting soft skills among high school students.

• Objective 1: To assess the variety of soft skills developed through different types of extracurricular activities.
• Objective 2: To compare self-reported soft skills between students who participate in extracurricular activities and those who do not.
• Objective 3: To investigate the teachers’ perspectives on the contribution of extracurricular activities to students’ skill development.

10. Field: Technology

Aim: To assess the impact of virtual reality (VR) technology on the tourism industry.

• Objective 1: To document the types and popularity of VR experiences available in the tourism market.
• Objective 2: To survey tourists on their interest levels and satisfaction rates with VR tourism experiences.
• Objective 3: To determine whether VR tourism experiences correlate with increased interest in real-life travel to the simulated destinations.

11. Field: Biochemistry

Aim: To examine the role of antioxidants in preventing cellular damage.

• Objective 1: To identify the types and quantities of antioxidants in common fruits and vegetables.
• Objective 2: To determine the effects of various antioxidants on free radical neutralization in controlled lab tests.
• Objective 3: To investigate potential beneficial impacts of antioxidant-rich diets on long-term cellular health.

12. Field: Linguistics

Aim: To determine the influence of early exposure to multiple languages on cognitive development in children.

• Objective 1: To assess cognitive development milestones in monolingual and multilingual children.
• Objective 2: To document the number and intensity of language exposures for each group in the study.
• Objective 3: To investigate the specific cognitive advantages, if any, enjoyed by multilingual children.

13. Field: Art History

Aim: To explore the impact of the Renaissance period on modern-day art trends.

• Objective 1: To identify key characteristics and styles of Renaissance art.
• Objective 2: To analyze modern art pieces for the influence of the Renaissance style.
• Objective 3: To survey modern-day artists for their inspirations and the influence of historical art movements on their work.

14. Field: Cybersecurity

Aim: To assess the effectiveness of two-factor authentication (2FA) in preventing unauthorized system access.

• Objective 1: To measure the frequency of unauthorized access attempts before and after the introduction of 2FA.
• Objective 2: To survey users about their experiences and challenges with 2FA implementation.
• Objective 3: To evaluate the efficacy of different types of 2FA (SMS-based, authenticator apps, biometrics, etc.).

15. Field: Cultural Studies

Aim: To analyze the role of music in cultural identity formation among ethnic minorities.

• Objective 1: To document the types and frequency of traditional music practices within selected ethnic minority communities.
• Objective 2: To survey community members on the role of music in their personal and communal identity.
• Objective 3: To explore the resilience and transmission of traditional music practices in contemporary society.

16. Field: Astronomy

Aim: To explore the impact of solar activity on satellite communication.

• Objective 1: To categorize different types of solar activities and their frequencies of occurrence.
• Objective 2: To ascertain how variations in solar activity may influence satellite communication.
• Objective 3: To investigate preventative and damage-control measures currently in place during periods of high solar activity.

17. Field: Literature

Aim: To examine narrative techniques in contemporary graphic novels.

• Objective 1: To identify a range of narrative techniques employed in this genre.
• Objective 2: To analyze the ways in which these narrative techniques engage readers and affect story interpretation.
• Objective 3: To compare narrative techniques in graphic novels to those found in traditional printed novels.

18. Field: Renewable Energy

Aim: To investigate the feasibility of solar energy as a primary renewable resource within urban areas.

• Objective 1: To quantify the average sunlight hours across urban areas in different climatic zones. 
• Objective 2: To calculate the potential solar energy that could be harnessed within these areas.
• Objective 3: To identify barriers or challenges to widespread solar energy implementation in urban settings and potential solutions.

19. Field: Sports Science

Aim: To evaluate the role of pre-game rituals in athlete performance.

• Objective 1: To identify the variety and frequency of pre-game rituals among professional athletes in several sports.
• Objective 2: To measure the impact of pre-game rituals on individual athletes’ performance metrics.
• Objective 3: To examine the psychological mechanisms that might explain the effects (if any) of pre-game ritual on performance.

20. Field: Ecology

Aim: To investigate the effects of urban noise pollution on bird populations.

• Objective 1: To record and quantify urban noise levels in various bird habitats.
• Objective 2: To measure bird population densities in relation to noise levels.
• Objective 3: To determine any changes in bird behavior or vocalization linked to noise levels.

21. Field: Food Science

Aim: To examine the influence of cooking methods on the nutritional value of vegetables.

• Objective 1: To identify the nutrient content of various vegetables both raw and after different cooking processes.
• Objective 2: To compare the effect of various cooking methods on the nutrient retention of these vegetables.
• Objective 3: To propose cooking strategies that optimize nutrient retention.

The Importance of Research Objectives

The importance of research objectives cannot be overstated. In essence, these guideposts articulate what the researcher aims to discover, understand, or examine (Kothari, 2014).

When drafting research objectives, it’s essential to make them simple and comprehensible, specific to the point of being quantifiable where possible, achievable in a practical sense, relevant to the chosen research question, and time-constrained to ensure efficient progress (Kumar, 2019). 

Remember that a good research objective is integral to the success of your project, offering a clear path forward for setting out a research design , and serving as the bedrock of your study plan. Each objective must distinctly address a different dimension of your research question or problem (Kothari, 2014). Always bear in mind that the ultimate purpose of your research objectives is to succinctly encapsulate your aims in the clearest way possible, facilitating a coherent, comprehensive and rational approach to your planned study, and furnishing a scientific roadmap for your journey into the depths of knowledge and research (Kumar, 2019). 

Kothari, C.R (2014). Research Methodology: Methods and Techniques . New Delhi: New Age International.

Kumar, R. (2019). Research Methodology: A Step-by-Step Guide for Beginners .New York: SAGE Publications.

Doran, G. T. (1981). There’s a S.M.A.R.T. way to write management’s goals and objectives. Management review, 70 (11), 35-36.

Locke, E. A., & Latham, G. P. (2013). New Developments in Goal Setting and Task Performance . New York: Routledge.

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ Social-Emotional Learning (Definition, Examples, Pros & Cons)
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ What is Educational Psychology?
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This paper is in the following e-collection/theme issue:

Published on 14.5.2024 in Vol 26 (2024)

Understanding the Impact of Communicating Uncertainty About COVID-19 in the News: Randomized Between-Subjects Factorial Experiment

Authors of this article:

Original Paper

• Rui Zhao 1 , PhD   ; 
• Xuerong Lu 2 , PhD   ; 
• Jiayi Yang 3 , PhD   ; 
• Biao Li 4 , PhD  

1 School of Journalism and Communication, Minzu University of China, Beijing, China

2 School of Communication, Oregon State University, Corvallis, OR, United States

3 School of Chinese Language and Literature, University of International Business and Economics, Beijing, China

4 School of Journalism, Renmin University of China, Beijing, China

Corresponding Author:

Biao Li, PhD

School of Journalism

Renmin University of China

19 Zhong Guancun Street

Beijing, 100081

Phone: 86 18810386586

Email: [email protected]

Background: Whether and how the uncertainty about a public health crisis should be communicated to the general public have been important and yet unanswered questions arising over the past few years. As the most threatening contemporary public health crisis, the COVID-19 pandemic has renewed interest in these unresolved issues by both academic scholars and public health practitioners.

Objective: The aim of this study was to investigate the impact of communicating uncertainty about COVID-19–related threats and solutions on individuals’ risk perceptions and misinformation vulnerability, as well as the sequential impact of these effects on health information processing and preventative behavioral intentions.

Methods: A 2×2 (threat uncertainty [presence vs absence]×solution uncertainty [presence vs absence]) full-fractional between-subjects online experiment was conducted with 371 Chinese adults. Focusing on the discussion of whether the asymptomatic cases detected during the COVID-19 pandemic would further lead to an uncontrolled pandemic, news articles were manipulated in terms of whether the infectiousness of asymptomatic cases and the means to control the transmission are presented in terms of their certainty or uncertainty. Participants were randomly assigned to one of the four experimental conditions, being instructed to read one news article. After reading the news article assigned, participants were asked to respond to a series of questions to assess their cognitive and behavioral responses.

Results: Individuals were more susceptible to believing false COVID-19–related information when a certain threat and uncertain solution were framed in the news article. Moreover, individuals’ perceptions of crisis severity increased when exposed to news information containing uncertain solutions. Both misinformation vulnerability and perceived severity were positively associated with information processing. Information seeking was positively associated with protective behavioral intention, whereas information avoidance was negatively associated with protective behavioral intention.

Conclusions: Our findings imply that uncertainty, depending on its aspect, can be effectively communicated to the public during an emerging public health crisis. These results have theoretical and practical implications for health communicators and journalists. Given its limited influence on individuals’ cognitive and behavioral responses, uncertainty related to a health threat should be disseminated to meet the public’s expectation of information transparency. However, caution is advised when communicating uncertainty related to potential solutions, as this factor exhibited a mixed impact on individual responses during a crisis.

Introduction

The question of how to communicate uncertainty to the general public has been raked up during the COVID-19 pandemic, which is considered to be the most threatening public health crisis that emerged over the past 10 years, characterized by a high level of uncertainty. Since its outbreak, news coverage of COVID-19 has largely been emphasizing the “unknowns” about the source, infectivity, treatment, prevention, and control measures of the virus [ 1 ]. However, whether (or not) uncertainties should be communicated to the general public remains a controversial issue, given the general low tolerance of the public for uncertainty along with a high expectation for information transparency. On the one hand, uncertainty is an undesirable experience in which people fear losing control of their lives, leading to negative consequences [ 2 , 3 ]. On the other hand, uncertainty may also have positive effects, as some scholars suggest that when uncertainty is perceived, people tend to actively seek for information to ease this feeling, and in this process can gain more information and a deeper understanding of the event [ 4 ]. Thus, it is important to understand whether the uncertainty presented in news articles influences individuals’ cognitive and behavioral intentions during public health emergencies.

In actual news framing, uncertainty does not appear as a monolithic entity, and each new challenge presented by COVID-19 involves different aspects (eg, threats and solutions) with varying degrees of uncertainty [ 5 ]. According to the Centers for Disease Control and Prevention, the uncertainties related to threats and solutions are the two greatest concerns among the public during public health emergencies [ 6 ]. Therefore, this study focused on the uncertainties related to threats and solutions associated with COVID-19 that the news media might (or might not) communicate to the public, with the goal of exploring how this communication of uncertainty might influence individuals’ health behaviors.

Impacts of Uncertainty on Risk Perception and Misinformation Vulnerability

Risk perception is always associated with uncertainty in the public health context. It is assumed that individuals will only begin to manage uncertainty through information processing or preventive behaviors when they perceive a given issue to be associated with a certain level of risk [ 7 ]. The perceived risk by individuals includes the severity and susceptibility of a public health crisis. Severity refers to the magnitude of harm caused by the threat, whereas susceptibility refers to the probability of occurrence of a threat to a specific subject [ 8 ]. Empirically, Lalot et al [ 9 ] found that individuals’ uncertainty about how the novel coronavirus would affect people significantly increased their perceived threat of the pandemic. Pine et al [ 10 ] found that the partial and changing information would cultivate the uncertainty surrounding COVID-19, which would further influence individuals’ risk perception of the pandemic.

Moreover, the potential impact of uncertainty on exacerbating the misinformation effect has been raised as a concern in recent years. Lu et al [ 11 ] found that communicating uncertainty about preliminary evidence related to COVID-19 was positively associated with the number of likes and retweets of related misinformation on social media. Consequently, the communication of uncertainty during a pandemic might unexpectedly facilitate engagement with misinformation.

To better understand the impact of threat uncertainty and solution uncertainty that are communicated to the general public during a public health crisis, we established the following research question: How, if at all, does the uncertainty frame of a threat and solution exert main and interaction effects on individuals’ risk perceptions and misinformation vulnerability?

Impacts of Uncertainty on Information Processing

Information seeking is regarded as a key communication outcome during a public health crisis, guiding individuals to understand public health issues and consequently adopt appropriate health behaviors (eg, [ 7 , 12 ]). Information seeking refers to individuals’ active information-searching activity through human interaction [ 13 ], online inquiry [ 14 ], and passive observation [ 15 ]. Theoretical and empirical evidence suggests that individuals tend to engage in information-seeking behaviors when experiencing psychological discomfort such as confusion and anxiety resulting from exposure to uncertainty (eg, [ 16 , 17 ]). Although the motivations for information-seeking behaviors according to various demographic characteristics such as age, gender, and health status have been extensively examined in the public health context (eg, [ 12 , 18 ]), little is known about how uncertainty communicated by the media and experts influences individuals’ information-seeking behavior.

Case et al [ 19 ] pointed out that individuals might also engage in information avoidance to reduce feelings of uncertainty. They found that the mental discomfort that arises due to uncertainty, especially in a health context, could facilitate information-avoidance behaviors. Information avoidance refers to an individual’s absence from or ignorance of information and its source [ 4 ].

Thus, we further aimed to understand whether (or not) and how the uncertainty framed in the news would motivate individuals’ information-seeking and information-avoiding behavior differently.

Additionally, the relationship between risk perception and information processing has been documented in the health risk literature. Goodall and Reed [ 20 ] suggested that individuals would seek more information when the perceived threat is high. Conversely, Jiang et al [ 21 ] found that a higher risk perception of the COVID-19 pandemic would reduce individuals’ information-seeking behavior. They also found that individuals’ propensity to believe COVID-19 misinformation would also influence their additional information-seeking behavior.

Therefore, we sought to examine how, if at all, uncertainty framed in severity and susceptibility influences information processing (ie, information seeking and information avoidance) through risk perceptions and misinformation vulnerability.

Information Seeking and Avoidance Influence Preventive Behaviors

In the context of COVID-19, studies on how organizations and individuals perceive risks during crises have centered on the changes in preventive behaviors during infectious disease outbreaks and how these behavioral shifts can be facilitated by engagement in informational behaviors.

Previous studies suggest that information seeking through different channels and sources is positively associated with preventive behaviors during crises (eg, [ 22 , 23 ]). Individuals who engage in more effortful information seeking and processing are more likely to develop risk-related cognitions, attitudes, and behaviors [ 24 ]. However, the health information environment in a pandemic is often filled with uncertain information, false claims, or even conspiracy theories [ 25 ], which can bias people’s pandemic-related beliefs and impede their adoption of effective actions [ 26 ].

Nevertheless, this situation does not imply that refraining from active information seeking is a wise choice. By contrast, the impact of information avoidance on preventive behaviors is not less significant than that of information seeking [ 27 ]. While information avoidance minimizes the chances of interaction with unnecessary information, it simultaneously diminishes the opportunities to receive relevant information. From a cognitive perspective, individuals have limited capacity to process information, and if not adequately addressed, the outcome can be information overload [ 28 ]. Avoiding information acquisition may lead individuals to make preventive decisions based on limited information [ 29 ]. Particularly when faced with uncertain information, information avoidance may lead to incorrect preventive behaviors. Therefore, we sought to determine how, if at all, preventative behavioral intentions might be associated with information seeking (1) and information avoidance (2) separately.

Research Design

This study adopted a controlled experiment approach. Based on the question “ Will asymptomatic cases lead to an uncontrolled epidemic? ” a 2×2 (threat certainty vs uncertainty×solution certainty vs uncertainty) online experiment was designed using asymptomatic cases, an emerging challenge in the COVID-19 epidemic, as a risk scenario. Data were collected in May 2020 through this anonymous online experiment. Participants were recruited from Sojump, which is the largest online survey platform in China. As the context of the experiment, at this time, China was gradually implementing measures to prevent and control the COVID-19 epidemic. However, at the same time, the detection of an increasing number of asymptomatic cases was raising concern. On March 31, 2020, China’s National Health Commission announced that as of the following day (April 1), it would disclose the detection, transition, and management of asymptomatic cases in its daily briefings on the epidemic to respond to these societal concerns in a timely manner [ 30 ]. The risk threat posed by the emerging challenge and COVID-19 prevention measures were still being explored and discussed at that time and were fraught with uncertainties. Based on this context, we developed 4 simulated online news reports based on real news coverage and expert interview data; the details of the simulations are provided in Multimedia Appendix 1 with a brief summary in Table 1 .

Although the content orientation of the simulated news coverage differed across the 4 scenarios, the format, word count, structural design, and information volume of the news coverage remained consistent. Participants were randomly assigned to one of the scenarios and were asked to read the simulated news coverage before completing the questionnaire. A total of 592 people participated in the study online and 371 valid questionnaires were obtained after postchecking, including 88 valid questionnaires for condition 1, 99 for condition 2, 88 for condition 3, and 96 for condition 4.

Figure 1 shows the general flow of participants in the study. Participants were from a wide range of age groups. The sample included a relatively equal sex ratio (with 41.80% of the sample identifying as female), and the majority of the participants had an education level of college degree or above (73%). Table 2 summarizes the main sociodemographic characteristics of the sample.

Ethical Considerations

The Institutional Review Board office of Renmin University of China approved the research protocol, and responses were collected via Sojump. Before the experiment, participants were asked if they agree to participate in the research voluntarily for receiving compensation. Participants received a reward of RMB 7 (US $1). The final data set is anonymized, without any identifiable private information connected to participants.

Perceived Severity

Perceived severity was measured with five items adapted from a previous study [ 8 ]: (1) I think asymptomatic cases are a serious problem for us; (2) At some point in the future, we could all be threatened by asymptomatic cases; (3) I think asymptomatic cases have very serious consequences; (4) I think asymptomatic cases are a very serious problem; and (4) I think the presence of asymptomatic cases is a serious threat to my health (mean 5.26, SD 1.18; Cronbach α=0.89).

Perceived Susceptibility

Perceived susceptibility was measured with two items taken from an existing scale [ 8 ]: (1) I feel that I am also at risk of being infected by asymptomatic cases and (2) I feel that I may also be infected by asymptomatic cases (mean 4.86, SD 1.76; Pearson r =0.83, P <.001).

Information Seeking

Information seeking was measured based on the scale developed by Brashers et al [ 31 ] with the following eight items: (1) I would like to learn more information on asymptomatic cases than what is provided in this report; (2) I may discuss asymptomatic cases with people close to me (eg, friends, family); (3) I may ask my doctor about asymptomatic cases; (4) I may seek other news reports about asymptomatic cases; (5) I may pay close attention to news reports about asymptomatic cases that I encounter in the future; (6) I may check the internet for other information about asymptomatic cases; (7) I am likely to pay close attention to information on asymptomatic cases that I encounter on the internet in the future; and (8) I may read the scientific research literature on asymptomatic cases (mean 5.46, SD 1.30; Cronbach α=0.94).

Information Avoidance

Information avoidance was measured using the scales developed by Afifi and Weiner [ 13 ] and Evans et al [ 14 ] with the following six items: (1) I may try to change the subject if people close to me (eg, friends and family) discuss the issue of asymptomatic cases; (2) I may try to change the subject if my doctor discusses asymptomatic cases; (3) I may avoid exposure to other news reports about asymptomatic cases; (4) I may avoid exposure to information on the internet about asymptomatic cases; (5) I may try not to think too much about asymptomatic cases; and (6) I may try to forget about asymptomatic cases (mean 2.76, SD 1.73; Cronbach α=0.96).

Willingness to Adopt Preventive Behaviors

Willingness to adopt preventive behaviors was measured via 10 items using a 7-point Likert scale (1=strongly agree to 7=strongly disagree), which measured respondents’ willingness to adopt a range of preventive behaviors such as strengthening protection, following health instructions, trying more preventive measures, and getting vaccinated. The specific items were: (1) I have decided to strengthen my preventive measures against COVID-19 immediately; (2) I intend to strengthen my protective measures against COVID-19 in the future; (3) I will pay more attention to asymptomatic cases; (4) I will persuade people around me to pay more attention to asymptomatic cases; (5) I will strictly follow professional health instructions to prevent catching the disease; (6) I will persuade people around me to strictly follow professional health instructions to prevent disease; (7) I will try as many ways as possible to prevent disease; (8) I will persuade those around me to try as many ways as possible to prevent disease; (9) I will get vaccinated as soon as a COVID-19 vaccine is developed; and (10) I will persuade those around me to get vaccinated as soon as a COVID-19 vaccine is developed (mean 5.54, SD 1.27; Cronbach α=0.89).

Vulnerability to False Information

Vulnerability to false information was measured by presenting respondents with 10 pieces of false news on COVID-19 (with five real news articles provided as distractors) to measure their trust in the false news. Sample items included the following:

Isatis root is suitable for treating conditions such as the common cold and viral influenza with heat symptoms. It has an antiviral effect and can help to prevent COVID-19.

Tobacco particles are at the nanometer scale and can evenly cover the surface of lung cells, forming a barrier that keeps viruses out of the body. Therefore, smoking can reduce the infection of the novel coronavirus.

The novel coronavirus is primarily a respiratory infection virus. Gargling with saline solution can eliminate the novel coronavirus bacteria that enter through the mouth.

These items were measured on a scale of 1 (strongly disbelieve) to 10 (strongly believe) (mean 3.68, SD 1.46; Cronbach α=0.89).

Data Analysis

To answer the four research questions, ANOVA was performed to examine the main and interaction effects of the manipulated independent variables (ie, uncertainty) on dependent outcomes (ie, risk perceptions and misinformation vulnerability). The mediation model was used as a posthoc analysis to estimate statistically significant differences between experimental conditions on outcomes. SPSS (version 28.0) and PROCESS (version 4.2) were used for all statistical analyses.

Effects of Uncertainty Framing in News Coverage

According to the ANOVA results ( Figure 2 ), there was a significant interaction effect of threat uncertainty and solution uncertainty on individuals’ vulnerability to misinformation ( F 1, 367 =5.10, P =.02; partial η 2 =0.01). Figure 2 provides the complete data on group comparisons. Specifically, individuals who read news containing a certain threat and uncertain solution (mean 3.86, SD 0.15) were more likely to believe misinformation than those who read news containing a certain threat and certain solution (mean 3.47, SD 0.16). However, there was neither a significant main effect of threat uncertainty (partial η 2 =0.00) nor a significant main effect of solution uncertainty (partial η 2 =0.00) on individuals’ vulnerability to false information ( Table 3 ).

In terms of information processing ( Table 4 ), the threat uncertainty of health information showed a significant effect in promoting information-seeking behavior (partial η 2 =0.012). This implies that people who read news with the presence of an uncertain threat were more likely to search for additional relevant information than those who read news with absence of an uncertain threat. However, the uncertainty framing in the news, regardless of the type of uncertainty, did not affect individuals’ information avoidance behaviors.

Sequential Mediation Analysis

Serial linear regression with PROCESS macro model 81 was used to analyze how the dummy-coded variables (1=uncertain threat and certain solution, 2=certain threat and uncertain solution, 3=uncertain threat and uncertain solution, and reference (0)=certain threat and certain solution) influence preventive behavioral intention through the factors perceived severity, information seeking, and information avoidance. A significant serial mediation model was detected, in which the perceived severity and information seeking would sequentially mediate the relationship between the exposure to news containing a certain threat and an uncertain solution (point estimate 0.17, SE 0.08; 95% CI 0.02-0.33) or news containing an uncertain threat and an uncertain solution (point estimate 0.18, SE 0.08; 95% CI 0.03-0.34) and the protective behavioral intention (see Figure 3 for the path significance and coefficients).

The mediation models obtained with PROCESS macro model 81, including misinformation vulnerability, information seeking, and information avoidance as the three mediators, were established with the same three dummy-coded comparison variables described above. Although the serial mediating effect of misinformation vulnerability and information processing on the relationship was nonsignificant, significant associations between misinformation vulnerability on information processing and protective behavioral intention were detected (see Figure 4 for the path significance and coefficients).

Principal Findings

This study explored the impact of incorporating different levels of uncertainty in news articles on individuals’ risk perception, susceptibility to misinformation, subsequent information processing, and intention toward preventive behaviors. These factors play a crucial role in guiding individuals to protect themselves during a public health crisis.

First, as expected, the findings showed that individuals would perceive the crisis to be of greater severity when reading news framed withing a context of solution uncertainty, regardless of whether or not the threat of the crisis was framed as certain or uncertain in the news article. Furthermore, the perceived severity would in turn motivate individuals’ information-seeking and information-avoidance behaviors. As suggested by Gudykunst [ 32 ], the experience of fear and concern is also associated with uncertainty. Individuals’ fear might be evoked when they fail to find a solution to solve the risky problem, which would consequently increase their perception of the severity of the health threat. Meanwhile, to cope with the fear, individuals would either seek more information or avoid more information [ 31 ].

Second, individuals tended to believe false information during a public health crisis, especially after reading a news article containing certain threats and uncertain solutions. Furthermore, posthoc regression analysis suggested that both information seeking and information avoidance were positively associated with misinformation vulnerability. As expected, information seeking was positively associated with protective behavioral intentions, while information avoidance was negatively associated with protective behavioral intention. That said, communicating crisis uncertainty in a news article would be risky in terms of increasing the public’s vulnerability to misinformation. Moreover, misinformation vulnerability would further motivate information avoidance, which would consequently dissuade individuals’ intention to adopt preventive behaviors. However, communicating crisis uncertainty could also be beneficial because the increased misinformation vulnerability that arises after reading news with related uncertainty could simultaneously motivate both expected health information–seeking and protective behaviors.

Third, our findings suggest that compared to an uncertain threat, uncertain solutions are more potentially problematic. An uncertain solution with either an uncertain or certain threat had a greater impact on individuals’ perceived severity of the crisis. Moreover, an uncertain solution with an uncertain threat led to higher vulnerability to misinformation. Although both perceived severity and misinformation vulnerability could motivate expected health information–seeking or protective behavioral intentions, they were likely to trigger information avoidance, which would further impair the protective behavioral intention. Given these conflicting findings, more research is needed to understand the mechanism behind the effects of communicating solution uncertainty, especially during a public health crisis.

Implications and Limitations

A few limitations of this study should be noted to provide inspiring suggestions for further research. First, the generalizability of the findings needs to be addressed. This study is based on an exceptionally unique context of a public health event. In April 2020, the ambiguity surrounding the perceived risk of COVID-19 and the appropriate preventive measures was prevalent. Different regions in China implemented varying degrees of epidemic control measures, leading to divergent strategies. Media coverage of “asymptomatic carriers” and other aspects of the COVID-19 pandemic often exhibited inconsistent or contradictory information. Thus, the diverse experimental scenarios were based on natural contexts for presenting four distinct threat-and-solution scenarios and would not induce a perceptual conflict for the participants. However, when extrapolating to other research topics, it is imperative to consider the coherence between experimental scenarios and real-world settings.

Second, the impact of the research topic on participants with different characteristics requires further discussion. This study endeavored to achieve a balanced representation of participants with respect to sex, education level, and income bracket. Consequently, an exhaustive examination of the differential effects stemming from various sociodemographic factors on the outcomes was not performed. However, in distinct research inquiries, this divergence may prove consequential. Hence, future research endeavors could delve deeper into understanding the perception of information uncertainty and management behaviors across populations with diverse backgrounds and characteristics.

Third, although this type of experimental design typically includes 80-90 participants per group to achieve sufficient statistical power, the unexpected smaller effect size in this study resulted in a reduced statistical power of approximately 60%. This diminutive effect size may compromise the study’s sensitivity in detecting meaningful relationships, thereby affecting the reliability and generalizability of the findings. To enhance statistical power and ensure robust results in similar experimental studies in China, a larger sample size is recommended.

Regarding the implications, this study aimed to elucidate the impact of health information uncertainty on individuals’ information-processing mechanisms. The results thus provide further evidence for the impacts of individuals’ perceptions and behaviors underlying uncertainty management theory. Amid public health events inundated with uncertain information, individuals’ perceptions and behaviors related to uncertainty management often determine their attitudes toward addressing health threats and the potential adoption of health measures. Therefore, comprehending this process contributes to facilitating more effective health communication between the public health system and the general public. Faced with uncertain public health events, participants such as public health institutions, media, and the general public should all take into account the implications of information uncertainty, ensuring the effective dissemination of information throughout all stages of the crisis.

Acknowledgments

This work was supported by the National Social Science Fund of China (project name: Construction and Impact Research of Trust Mechanisms in Health Communication during the “Information Epidemic”; project number 22CXW022).

Conflicts of Interest

None declared.

Simulated news articles presented to the participants in the online experiment under four conditions varying in threat and solution uncertainty about the COVID-19 pandemic.

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Edited by G Eysenbach, L Beri; submitted 16.08.23; peer-reviewed by S Su, X Xu, A Chang; comments to author 06.12.23; revised version received 08.01.24; accepted 12.04.24; published 14.05.24.

©Rui Zhao, Xuerong Lu, Jiayi Yang, Biao Li. Originally published in the Journal of Medical Internet Research (https://www.jmir.org), 14.05.2024.

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