This speech discusses a utility function estimation procedure developed to provide curriculum planning information to elementary school principals. The administrator's utility (or preference) function was defined based on the performance of his students on a nationally standardized examination in a particular curriculum goal area. Both theoretical and empirical studies were performed to evaluate the procedure. The instrument used in this study was a mailed questionnaire administered to a national sample of elementary school principals. The results of using data gathering from a national sample of principals are presented. According to the author, study findings regarding the utility functions could be used to rationalize the selection of particular curriculum goal areas (e.g., word comprehension) for relative emphasis and the process of using this information could also improve the principal's insight and eventual decision. (Author)