Phase I of a more comprehensive project examined the perceived incentives and constraints related to acceptance of new ideas and small-scale economic enterprises by low income families. Six counties of northwest Florida were selected on the basis of their rurality, racial composition, and incidence of poverty. A multi-stage sampling procedure was used within each county. Two "densely populated" and two "sparsely populated" area segments within each county were randomly selected. Four specially trained interviewers administered a three part questionnaire through face-to-face interviews to 586 low income families. Interviewers were matched with respondents by race and sex. The questionnaire consisted of three parts: background and behavioral variables, perceived incentives and constraints, and attitudinal and psychological variables. Dependent variables included both individual and institutional incentives and constraints--personality, age, health, family, social (community), religious, economic, educational, and political. Findings included: over three-fourths of the respondents indicated that they would like to try new work and would not mind the responsibility of a small business if it meant additional income; personal health was perceived as more of a constraint than age; 59% agreed that they would have difficulty starting a business due to lack of education; 61% viewed the approval of neighbors as important in new ventures; there was a hesitancy to try something new for fear of disapproval by neighbors. (NQ)