Cognitive imaging was investigated as one factor associated with the development of the University of New Mexico from an undergraduate teaching institution toward becoming a nationally-ranked graduate research university. A longitudinal, ethnohistorical study was undertaken for the 1967-1978 period. The qualitative research methodology involved an extensive review of institutional documents and informal interviews with key university administrators. Creating a cognitive image of the university's future appears to have enabled institutional leaders to modify the institution's organizational structure, including the establishment of the Office of the Vice President for Research, promoting campus research, securing external research support, and protecting faculty research interests. All of these steps were part of the institution's creation of a new image as a research university. Statistics on research performance were used to judge the university's success in the transformation. The measures involved, including research proposals submitted, proposals funded, and research expenditures, appeared to contribute to the changing image of the university as a research institution. Theoretical propositions suggested by the creation of the university's cognitive image are identified. (Author/SW)