Conventional wisdom says that people should not buy anything in education until research is seen. The following questions should be asked: (1) Does that particular technology enhance learning? (2) Does that piece of software increase test scores? and (3) Do those machines reduce absenteeism? Of course the answer is always yes. No vendor is going to provide research that says a product does not work. Research is considered just another price of doing business. This article describes how the research field of product effectiveness works.