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Project objectives: A confused concept

David Baccarini
Curtin University

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Baccarini, David, "Project objectives: A confused concept" (2011). Conference Papers. Paper 37.
http://epublications.bond.edu.au/aubea_2011/37

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Project Objectives A Confused Concept

David Baccarini
School of Built Environment
Curtin University, Perth, Australia

ABSTRACT
Project objectives are a core concept within the field of project management. This paper
reports research findings that attempts to identify understandings of the term project
objectives. Firstly, a review is undertaken of key project management literature
pertaining to the concept of project objectives. Secondly, a survey is conducted of 37
members of the project management community. The research highlights a myriad of
definitions of the term project objectives. The most common definition is that project
objectives refers to the time and cost objectives of the project. However, there is some
support for distinct alternative interpretations, namely that project objectives refers to the
deliverables of the project, or to the projects benefits. It is concluded that the project
team needs to have a consistent understanding of project objectives to avoid
miscommunication. Alternatively, the term project objectives should be avoided and
less ambiguous terms used, such as deliverables, benefits and time and cost objectives

KEYWORDS
project objectives, PMBOK, logical framework method

INTRODUCTION
Many definitions of project are in terms of achieving project objectives. For example,
Field & Keller (1998) describe a project as 'organised work towards a pre-defined goal
or objective The British Standards Institution (2000) characterises a project as
undertaken to achieve an objective. A projects end is reached when the project
objectives have been achieved; or when the project is terminated because its objectives
will not or cannot be met (PMI, 2008). Definitions of the project management process
also utilise the concept of project objectives. For example, project management is
managing processes and people in the pursuit of achieving project objectives (Pinto &
Kharbanda 1995). Similarly, project management is the management of resources for a
relatively short-term objective" (Kerzner, 2003), and "project management teaches that to
achieve the desired project objective one must go through a specific process'" (Morris,
1988).

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An objective is something towards which work is to be directed (PMI, 2008).

Dictionary definitions of objective include (dictionary.com, 2010): something that
ones efforts or actions are intended to attain or accomplish; purpose; goal; target. So,
at its most fundamental meaning, an objective is something that is an end being worked
towards through a set of means.. Project objectives have been defined as the results to be
achieved through the performance of a project (Portny et al., 2008). This broad sense of
objective as being a target could result in project objective having differing
interpretations.

RESEARCH OBJECTIVE
The potential lack of consistent understanding of the key concept as project objectives
can lead to miscommunication between project stakeholders and consequent
mismanagement of their expectations. This suggests that research into the project
management communitys understanding of the important concept of project objectives
is worthwhile in order to identify common or diverse interpretations. So the research
objective is to investigate whether there is a common understanding of the core project
management of project objectives in the literature and in the project management
community. Furthermore, if there is a common interpretation, what is it?; and is there are
conflicting interpretations, what are they and is there a dominant paradigm?

KEY LITERATURE (note: underlining is authors emphasis)

Guide to Project Management Body of Knowledge (PMBOK) (PMI, 2008)
The subject of a project management body of knowledge is of such importance that the
International Journal of Project Management devoted a complete issue - Vol 13, No. 2,
April 1995 - to this topic. In August 1987 PMI published The Guide to Project
Management Body of Knowledge (PMBOK) and revised in 1996, 2000, 2004 and 2008.
PMBOK is an American National Standard (ANSI 99-001-2008) and there are over 3
million copies in circulation. It is one of the most influential texts in defining the project
management process. So, if one is seeking to analyse the definition of the term project
objectives, one logical source would be PMBOK.
For such a key concept as project objectives, it would be expected that PMBOK would
provided a definition and a consistent and clear understanding of the concept. Its glossary
does not define project objectives but does define objective as something toward
which work is to be directed (PMI, 2008). It acknowledges that a projects end is
reached when the projects objectives have been achieved; or when the project is
terminated because its objectives will not or cannot be met (PMI, 2008). PMBOK s

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emphasis on the primacy of project objectives is evidenced when its states that the project
manager is responsible for accomplishing a projects objectives

Project Objectives - deliverables and requirements

Gray & Larson (2008) define project objectives in terms of the projects deliverables, for
example project objectives could be an apartment complex or software package.
PMBOK (PMI, 2008) notes the project manager is responsible for delivering a
projects objectives within scope, schedule, cost and quality. This implies that project
objectives are synonymous with project deliverables. PMBOK notes that all projects
have a purpose or objective where the objective is a service or result. This again
reinforces the interpretation that project objectives refer to project deliverables, because
PMBOK defines a deliverable, inter alia, as a service or result.
PMBOK states that the work breakdown structure is a deliverable-orientated
hierarchical decomposition of the work to be executed by the project team to accomplish
the project objectives and create the required deliverables. Confusingly, PMBOK now
seems to imply that project objectives and deliverables are two separate concepts i.e.
deliverables lead to the accomplishment of project objectives. This confusion begins to
reveal a lack of clear definition for the core project management concept of project
objectives within one of the most influential texts in the field of project management.
Deliverables have requirements. Requirements can be defined as a condition or capability
that must be met or possessed by a project deliverable to satisfy a contract, specification,
standard, or other formally imposed document (PMI, 2008).A requirement is something
the deliverable must do or the quality it must have (Robertson & Robertson, 2006). So
where project objectives are interpreted as defining the deliverables, then the project
objectives should also encompass the requirements of these deliverables. However,
PMBOK seems to suggest that the concept of project objectives does not encompass the
requirements of the deliverables. It states that project management often requires
tradeoffs among project requirements and objectives, thereby implying that
requirements are a separate concept to project objectives.
Similarly, PMBOK notes that requirements management should trace requirements to
project objectives, again implying that requirements and project objectives (i.e.
deliverables) are separate concepts. The collection of requirements is described by
PMBOK as the process of defining and documenting stakeholders needs to meet the
project objectives, yet again implying that requirements and project objectives
(deliverables) are separate concepts. Finally, and somewhat confusingly, PMBOK then
seems to suggest that project objectives and requirements are synonymous: clear
descriptions of the project objectives are developed, including the reasons why a specific
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project is the best alternative to satisfy the requirements. In summary, one definition of
the concept of project objectives is that it refers to the project deliverables and, perhaps,
the requirements of these deliverables.

Project objectives - time, cost, quality/performance

PMBOK (PMI, 2008) states that project objectives can include scope, schedule, cost, or
performance. The prevalence of project objectives being defined in terms of three
components - cost, time and quality/performance (e.g. Meredith & Mantel, 2006) has
led them to be commonly referred the triple constraints or iron triangle (Atkinson,
1999). Many definitions of project management are expressed in terms of these three
project objectives e.g. achieve the project objectives on time, and to the specified cost,
quality and performance (British Standards Institution (2000). PRINCE2 (OGC, 2009)
defines project objectives as time cost, quality, scope, risk, and benefit performance
goals. So, in summary, there is a interpretation in the literature of project objectives
referring to the time, cost and quality objectives.

Project objectives stakeholder satisfaction

Project stakeholders are individuals and organizations who are actively involved in the
project, or whose interests may be positively or negatively affected as a result of project
execution or successful project completion (PMI, 2008). Project success can be measured
in terms of the degree of achievement of project objectives (Belout, 1998). So stakeholder
satisfaction could be viewed as a project objective - The triple constraint has been
accepted wisdom throughout much of the profession for decade. In the past several years,
however, this unholy trinity has frequently been joined to a fourth constraint stakeholder satisfaction (PMI, 1998). Tuman (1986) observes that The days when we
could define success in terms of cost, schedule and technical objectives are gone. We
must address a much wider range of needs, concerns and issues which are presented to
us by a diverse mix of project stakeholders". Therefore project objectives can be defined
as achieving stakeholder satisfaction.

Logical Framework Method (LFM)

The Logical Framework Method (LFM) represents a school of thought that provides a
more expansive interpretation of the concept of project objectives. USAID (US Agency
for International Development) developed LFM in 1970 to improve project management
of international development projects and accountability to Congress. LFM uses a topdown approach to formulate a hierarchy of project objectives such that at any given
level the lower project objectives are the means to satisfying the next higher level of

504

project objectives. The LFM hierarchy of project objectives can be decomposed as

follows:

Project objective - strategic alignment

All projects arise from a need to fulfil specific strategic objectives (Turner, 2009). The
sponsoring organisations strategic plans provide the rationale for the project, so strategic
alignment is one level of project objectives. The strategic alignment articulates the
strategic rationale behind the project and describes long-term impact of the project.
Project Objective Benefits. Benefits are another form of project objective. Benefits are
the required change realised by using the project deliverables.. As benefits are often only
realised after the project has been completed, it is easy for projects to focus solely on
creating the project deliverables (OGC, 2009). The project benefits can be a hard (e.g.
financial) and/or a soft (e.g., satisfaction). The project benefits provide the means towards
the strategic goal and determine the required project deliverables. The project should not
include deliverables that do not enable benefits to be achieved (OGC 2009).

Project objective deliverables

Deliverables are another form of project objective. The project deliverable is any unique
and verifiable product, result, or capability to perform a service (PMI, 2008).
Deliverables must meet prescribed requirements.

Project objective process

The process refers to the resource inputs and clusters of key project tasks required to
deliver the deliverables. The project process should be conducted in a quality manner eg
no rework, happy team, efficient use of resources. Project objectives can compass
consideration of how efficiently a project process has been managed (Baccarini, 1999).
ISO 10006 (2003) provides a good example of quality aspects of the project management
process. So, project objectives can be defined as undertaking the project process in a
quality manner.
In summary, this brief review of the literature pertaining to the concept of project
objectives highlights a diverse range of interpretations. Project objectives could refer to:

traditional iron triangle of time, cost and product quality; or,

deliverables and perhaps its requirements; or,

quality of the project process; or,

to a wider scale of interpretation that encompasses the project benefits and

strategic alignment.

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This diversity of meanings for the concept of project objectives suggests that research
into the project management communitys understanding of the important concept of
project objectives is worthwhile.

RESEARCH DESIGN
Survey
A survey was conducted in July 2010 at an Australian Institute of Project Management
(AIPM) seminar. AIPM claims to be the premier body for project management in
Australia (AIPM Strategic Plan, 2010-2015). The author was the seminar presenter and
the advertised topic was Project Objectives- What are they? Prior to making the
presentation, the audience were given the following survey question: Think of one
project you are presently or recently worked on What were two project objectives?.
The participants were not provided with any definition of the term project objectives. 37
completed surveys were returned. All stated two project objectives. One respondent
recorded three objectives.
Content analysis was used to analyse the responses. Content analysis is a documentary
method that aims at a qualitative and/or quantitative analysis of various forms of existing
data like verbal, visual and written communication. It can be used as a quantitative
technique to determine time, frequency or duration of an event, It aims at studying the
content of the documents. (Grinnell and Unrau 2010). Content that is visible, straight and
obvious involving counting frequencies of appearance of the research unit is called
manifest content; and content that has an underlying meaning and messages that are
inferred or hidden, which need to be registered is called latent content. (Sarantakos 1998)
This research uses content analysis to study both manifest and latent content. A
qualitative approach is used to analyse and record the latent content by reading between
lines and registering the implied meanings; and a quantitative approach is used to analyse
and record the manifest content in the form of frequency tables to present the ranking of
findings.

RESULTS AND DISCUSSION

The participants were asked one demographic question what industry do you work in:
engineering/construction/property;

or

other

(please

state).

31

worked

in

engineering/construction/property; 3 in IT; and 3 in consulting. So, overwhelming, the

research sample were from the engineering/construction/property industry. Content
analysis was conducted and the literature was used to provide a structure for categorising

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responses. Tables 1 and 2 records the 75 responses from the 37 respondents in five
categories derived from the literature.
Table 1 Project objectives: detailed responses
TCQ
(Total 42)
time (19)
budget
(18)
quality
(5)

Deliverable
(15)
promote
product
sustainable
infrastructure
new energy
analysis tools
achieve 6-star
green rating
regulation
compliance
meet noise
regulations
replace
electrical
infrastructure
server refresh
sub-division
better product
iconic facility
disaster
recovery
facility
identify
contamination

Benefits
(10)
profitability (2)
maintain client
relationship
future client
opportunities
future growth
opportunities
stimulate
economy
hold events
maintain
product
more efficient
reduce energy
consumption

Project Process
(5)
develop team
skills
minimise
variations
safety
how to build it
how to procure
builder in
remote
location

Stakeholder
(3)
stakeholder
satisfaction

Table 2 Project objectives: categorisation summary

Project Objectives Concept
Time/Cost/Quality
Deliverable
Benefits
Process
Stakeholder Satisfaction
Total

#
42
15
10
5
3
75

%
56
20
13
7
4
100

An overall reading of the results indicate that there exists a diverse range of
interpretations of the concept of project objectives. This was also reflected in the
literature where, for example, PMBOK(PMI, 2008) presented alternative interpretations
and the LFM provided a more expansive elucidation of the concept of project objectives.
The survey responses indicate a similarly wide variety of understandings from the
traditional time-cost-quality iron triangle through to business benefits.

507

Time/cost/quality
It is perhaps not surprising that the most common understanding of project objectives is
in terms of the typical objectives of time, cost and quality/performance (56% response
rate). In particular there is strong interpretation of project objectives in terms of
delivering on time and within budget. It is possibly not unexpected that project quality
had a low frequency of response (5) as a project objective, because the project objective
of quality is more difficult to define than time and cost - "a project is said to be
successful if the work is finished to time, to cost and to quality ... but very few people
understand what they mean by good quality in the context of projects" (Turner, 2009).

Deliverable
The results show that 20% of respondents define project objectives in terms of what the
project will deliver e.g. disaster recovery facility, land sub-division. This matches one of
PMBOKs perspective that project objectives refers to project deliverables. It does seem
unnecessarily confusing that as definitions of deliverable are relatively consistent in the
literature - e.g. PMBOK defines deliverable in its glossary - that some people use the
more vague term of project objectives to mean deliverables. As the term deliverable is
clear and unambiguous, then when one is describing a deliverable, it would seem
desirable that it be labelled as a deliverable and not as a project objective.

Benefits
The results show that 13% of respondents define project objectives in terms of the
benefits realised by using the project deliverables e.g. reduce energy consumption,
improved efficiency. Deliverables are produced by the project process to achieve business
benefits. This interpretation of project objectives is a higher level, sponsor or user
oriented perspective Benefits should be specified by the users of the deliverables (OGC,
2009). One possible reason for the relatively low number of respondents defining project
objectives as benefits could be that they are the producers of deliverables (eg engineers,
construction contractors) rather than the ultimate users. This could result to a produceroriented perspective of delivering projects to time and cost, and less of a sponsor/user
perspective that is focused more on post-project benefits realisation. The term benefits
is consistently defined in the literature such that it has led to the creation of a project
process named benefits management. This suggests that as the term benefit is
commonly understood and entrenched within the benefits management process, then
when one is describing a benefit, it should be labelled as a benefit and not as the more
vague term of project objective.

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Project process
The results show that only 7% of respondents define project objectives in terms of the
processes undertaken during the project. E.g. develop team skills, minimise variations.
This process perspective for project objectives focuses upon the how efficiently the
project is managed and refers to the quality of the project management process (e.g. ISO
10006). A high number of respondents did not viewed the achievement of a efficient
quality project process as a project objective so this suggests an opportunity to raise the
awareness of this possible project objective within the project management community.

Stakeholder satisfaction
Interestingly, only three respondents viewed stakeholder satisfaction as a project
objective. The survey results suggest that the respondents, who are representatives of the
project management community, are strongly locked onto a traditional perspective project
objectives. It could be implied that where respondents stated project objectives in term so
meeting time, cost and quality objectives or deliverables or benefits, that by inference
successfully achieving these project objectives should result in stakeholder satisfaction.

CONCLUSIONS
Project objectives are a core concept within the field of project management and prevent
within the literature. However, it would found that the literature has a variety of
interpretations of this concept. The survey results clearly show a diverse range of
meanings for the core project management concept of project objectives. This suggests
that when the project team and stakeholders are discussing project objectives, it would be
prudent for the project manager to set out a definition of project objectives in order to
avoid miscommunication and misaligned expectations.
To extend this further, a strong case could be made that the nebulous term project
objectives should not be used in any project management documentation and more
apparent terms such as time/cost/quality objectives, project deliverables and benefits
should be used. Not only should this avoid misunderstandings but also provide clearer
thinking and focus when project objectives are articulated within project management
plans. This should then prevent any project objectives section of project management
plans contain a mishmash of intertwined diverse concepts of deliverables, requirements,
time/cost/quality, process quality, and stakeholder satisfaction criteria. If each of these
aforementioned project objectives are kept separately within project management plans,
all concerned will benefits by a more apparent articulation of what is being described.

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