Content Type:

Glossary

Share Print

Purpose Definition

The reason a research project is being conducted; usually focuses on the decisions for which information from the study will be used.

In marketing research, purpose refers to the underlying objective or reason for conducting a specific study. It guides the research design, data collection and analysis to ensure that the study answers the right business questions.

What are the key aspects of purpose in marketing research?

• Defines the scope and direction of a study.
• Aligns research objectives with business goals.
• Determines the appropriate methodology.
• Clarifies what decisions the research is meant to support.
• Ensures stakeholder expectations are met.

Why is purpose important in market research?

Purpose is critical because it keeps the research focused, efficient and actionable. Without a clearly defined purpose, research efforts can become misaligned with business needs, leading to wasted resources and inconclusive results.

Who relies on understanding a purpose in marketing research?

• Client-side researchers.
• Research consultants and agencies.
• Product managers.
• Marketing strategists.
• Executives making data-driven decisions.

How do market researchers use purpose?

Market researchers use the concept of purpose as the foundation of every research engagement. Before designing a survey or launching a focus group, they work with stakeholders to clearly define the business question the research needs to address. This helps shape the methodology, ensures the data collected will be relevant and actionable and aligns the project with organizational goals. A clearly stated purpose also aids in communicating findings and securing buy-in from decision makers.