Instructional technology needs to be carefully defined in order that educators do not make poor decisions about instructional strategy, and waste their limited resources because they lack a clear understanding of the principles that underlie the alternatives that will increasingly be open to them. This paper presents a list of the shortcomings of educational research and development. It suggests ways of using industry for educational research and development work while protecting the public interest. The paper also deals with maintaining quality control of educational products and services. The viewpoint of the paper is that of a private enterprise involved in education. (JY)