Floricultural producers, cut flower wholesalers, mass market retailers and general retailers were surveyed to compare and contrast the industry in terms of attitudes and problems. Questions involved general business information, as well as specific crops. Overall, all four segments of the industry were neutral to negative on potted flowering plants, but were positive to neutral on bedding and foliage plants. However, producers were slightly negative concerning the postharvest life of bedding plants. While cut flower wholesalers had a positive attitude concerning cut flowers, retailers and mass marketers tended to be neutral to negative. In particular, retailers and mass marketers felt cut flowers were too expensive and too short lived. Floral preservatives were used by 81.6% of general retailers, while only 18.8% of mass market retailers used preservatives. All cut flower wholesalers used preservatives. Capital availability and market demand were the factors most limiting to expansion for producers and general retailers; mass market firms listed competition as their most limiting factor. Results from other questions will also be provided.