AbstractImpressed with the inadequacy of research answers to questions about benefits of marketing research and even more with the reluctance of agricultural economists to accepta priorievidence of such benefits, the authors present provocative observations in an effort to stimulate interest in economic analysis of research and measurement of research results. Suggestions are presented on broadening the bases for inquiry, on kinds of evidence to be found and issues to be met, on criteria for evaluation, and on relevant inquiries that might be pursued. Discussions of spill‐over effects and intersector research bolster a contention that marketing research constitutes an integral part of agricultural research and that it merits public support because a less than socially desirable investment in it is likely to be forthcoming from private sources.