If inferences from research are to be correct, economists, research workers and extension specialists should distinguish between adjustment recommendations for an individual farmer with his unique set of values as opposed to recommendations for a hypothetical group of farmers. Too often, economic analyses are based on the implied assumption that all individuals fit a general definition of the economic man whose one objective is to maximize profits. A single goal, such as profit maximization, is often used to derive the “otpimum” plan because the planning model is operational and is assumed to provide an analytical approximation of firm behavior. Other goals may be relevant to the firm's decision-maker, and economists generally recognize that multiple goals are important in making business decisions. Consequently, single goal models are not always a realistic approach to the decision process and may not provide the farmer with an acceptable solution.