Goal‐setting theory: Unexplored areas and future research needs

Goal‐setting research and applications of goal setting to organizations are critically examined along a unidmensional/multidimensional continuum. Four relatively unexplored areas in the goal‐setting paradigm are considered in detail: (a) the distinction between quantity and quality goals and performance measures, (b) conflicts inherent in goal‐setting processes, (c) individual versus group levels of analysis, and (d) laboratory versus field research support for the goal‐setting paradigm. The resultant research needs suggest limits to the application of goal setting as well as some needs regarding theory building and research design.