Objective information and comparisons
| Based upon: | Observation of measurable facts |
| Commonly found in: | Encyclopedias, textbooks, news reporting |
| Suitable for decision making?: | Yes (usually) |
| Suitable for news reporting?: | Yes |
| Meaning: | Something that one's efforts or actions are intended to attain or accomplish; purpose; target. |
| Example: | I want to complete this thesis on genetic research by the end of this month. |
| Action: | Specific action - the objective supports attainment of the associated goal. |
| Measure: | Must be measurable and tangible. |
| Time frame: | Mid to short term |