An ultrasonic observation apparatus that is adapted to transmit an ultrasonic wave to a specimen and receive the ultrasonic wave reflected from the specimen, the ultrasonic observation apparatus comprising: a region of interest setting unit that is able to set information on a position, and a size in a depth direction, of a region of interest in the specimen; a focus point calculation unit that is adapted to divide the region of interest into a plurality of partial regions of interest according to the number of focus points in the region of interest, the number of focus points being a parameter associated with size information of the region of interest set by the region of interest setting unit, calculate a focus point in each of the partial regions of interest, and determine a transmission timing according to the calculated focus point; a transmitting and receiving unit that is adapted to perform a transmission-and-reception of an ultrasonic wave on a sound ray in the region of interest as many times as the number of focus points on the sound ray, the transmission-and-reception of the ultrasonic wave being focused on the focus point calculated by the focus point calculation unit; a frequency analysis unit that is adapted to calculate a plurality of frequency spectra by analyzing the ultrasonic wave received by the transmitting and receiving unit with reference to the focus points; a feature data extracting unit that is adapted to extract feature data of the frequency spectra calculated by the frequency analysis unit by approximating the frequency spectra, said spectrum being correlated with a tissue characteristic for tissue differentiation; an image processing unit that is adapted to generate ultrasonic image data having a display mode corresponding to the feature data extracted by the feature data extracting unit; and a B-mode image data generation unit that is adapted to generate B-mode image data for displaying brightness converted from amplitude of the ultrasonic wave reflected form the specimen, wherein the focus point calculation unit is adapted to set a focus point for the B-mode image, and is adapted not to set the B-mode focus point according to the number of focus points in the partial regions of interest including the focus point for the B-mode image, and wherein the transmitting and receiving unit is adapted to perform the transmission-and-reception of the ultrasonic wave which is focused on the focus point set for a B-mode image. a region of interest setting unit that is able to set information on a position, and a size in a depth direction, of a region of interest in the specimen; a focus point calculation unit that is adapted to divide the region of interest into a plurality of partial regions of interest according to the number of focus points in the region of interest, the number of focus points being a parameter associated with size information of the region of interest set by the region of interest setting unit, calculate a focus point in each of the partial regions of interest, and determine a transmission timing according to the calculated focus point; a transmitting and receiving unit that is adapted to perform a transmission-and-reception of an ultrasonic wave on a sound ray in the region of interest as many times as the number of focus points on the sound ray, the transmission-and-reception of the ultrasonic wave being focused on the focus point calculated by the focus point calculation unit; a frequency analysis unit that is adapted to calculate a plurality of frequency spectra by analyzing the ultrasonic wave received by the transmitting and receiving unit with reference to the focus points; a feature data extracting unit that is adapted to extract feature data of the frequency spectra calculated by the frequency analysis unit by approximating the frequency spectra, said spectrum being correlated with a tissue characteristic for tissue differentiation; an image processing unit that is adapted to generate ultrasonic image data having a display mode corresponding to the feature data extracted by the feature data extracting unit; and a B-mode image data generation unit that is adapted to generate B-mode image data for displaying brightness converted from amplitude of the ultrasonic wave reflected form the specimen, wherein the focus point calculation unit is adapted to set a focus point for the B-mode image, and is adapted not to set the B-mode focus point according to the number of focus points in the partial regions of interest including the focus point for the B-mode image, and wherein the transmitting and receiving unit is adapted to perform the transmission-and-reception of the ultrasonic wave which is focused on the focus point set for a B-mode image.