To learn more about the consumer’s wishes, his desires, as expressed by quantities purchased, and his evaluations, as expressed by opinions on quality and satisfaction, data were collected from 642 households in Webster County, Iowa, during an 8-week period in 1963. Each household supplied data for 4 weeks. The data for the first week were supplied from memory, and a diary was kept for the remaining 3 weeks. Such facts as price, quantity and quality were recorded for all meat items purchased. The respondents were queried weekly by interviewers to obtain opinions on various aspects of quality and satisfaction for each meat item. These data were related to the socioeconomic characteristics of the household and to data on marketing activities by retailers.