Different queries are optimized for different objectives
Response Times and Throughput are two standard objectives.
Response Time is about retrieving the hits as quickly as possible. In a search engine , that would mean returning the first few rows immediately
Throughput is about returning ALL the hits (rows) in the smallest time frame
Factors to consider in improving Response Time
1) Parallelism
2) Partitioning
3) Data types – such as CLOBs in the table
4) Sorting
5) Memory
See Also
Waitstats CXPACKET wait type and how to reduce it
SQL Server Performance ,memory pressure and memory usage
SQL Server Buffer Cache Hit Ratio and memory pressure
Author: Jack Vamvas (http://www.sqlserver-dba.com)