The market research ideas and techniques presented here were developed for two reasons: (1) to appraise and project job market conditions that now or will later influence the employment opportunities for graduates of vocational and technical programs; and (2) to use the collected manpower data for immediate and long-range curricular planning. The business-industry survey, properly implemented, can also serve as an important communications link between local employers and the college. Survey procedures are incorporated into overall institutional planning activities throughout the process--from the examination of institutional philosophies and goals to the use of survey results in long-range planning. The market research procedures involved in developing and administering the survey, which include defining the population, developing the questionnaire, selecting the sample, and administration techniques, are described. A case study of the use of the survey at Haywood Technical Institute in North Carolina is presented. It is concluded that by matching specific programs with specific jobs, the community college or technical institute can formulate long-range plans that will benefit both the institution and the community. (Author/AH)