This paper summarizes findings of a program of evaluation research. In this research the authors assumed that reliable and valid measurement of consumers' attitudes and beliefs about various aspects of medical care is possible and that more valid evaluation systems could be achieved if consumer perceptions are carefully considered during instrument development. The development and validation of seven experimental scales containing 134 variables (items) was described. The scales were administered to a representative sample of 903 heads of households in southernmost Illinois. These data were factor analyzed. Careful review of orthogonal and oblique rotations resulted in development of 20 perceptual constructs in sex areas (availability-accessibility, convenience, continuite, financial, humanness, quality). Reliabilities were computed and were high enough to warrant further study of nearly all of the constructs. Definitions of these constructs were offered. Multiple regression analyses predicting to behavioral criteria were used to obtain preliminary estimates of the validity of the constructs. The authors concluded that preliminary findings offer justification for the continued study and usage of the measurements in the evaluation of medical care facilities as well as in the evaluation of medical students and physicians at all levels of training. (Author)