Some distinct advantages in utilizing theory-oriented research as opposed to nontheoretic data gathering research are examined in this paper. Further, the need for theory-based research is suggested by defining the nature of theory and by reviewing two theory-oriented research developments. The funnel model of causality from the area of political science and the social judgment-involvement approach from communication are cited as examples of theory-oriented research development. This document concludes with a brief illustration of how theory building may be approached. (Author/RB)