The criteria used by various groups in determining the destiny of an educational product are systematically explored. Educational products are defined as educational materials which are in a transportable, tangible, and packaged form; emphasis is placed on instructional, rather than informational materials. Three major types of decisions regarding educational products are addressed: product development, product screening, and product selection. Thirteen decision maker groups, ranging from product developers to state education agency personnel to students, are identified. Six clusters of product evaluation criteria are discussed: desirability, practicality, intrinsic quality, product development, user effects, and spinoffs. A framework for identifying criteria which are important to the various product decision-makers has been established as part of the effort to arrive at a consensus on minimum criteria. The desirability and feasibility of establishing common criteria for product evaluation are also discussed. (Author/MV)