One hundred and eighteen Canadian doctors who treat lung cancer were asked how they would wish to be managed if they had non-small cell lung cancer. Four clinical situations were described. The doctors' replies to the open-ended management questions were remarkably consistent in view of their diverse backgrounds. Although opinion was divided as to the role of immediate radiotherapy in inoperable cancer, and the role of post-operative radiotherapy following incomplete surgery, there was little controversy as to the role of chemotherapy. Three per cent of doctors wanted adjuvant chemotherapy after surgery for early disease, 9% wanted chemotherapy for advanced disease confined to the chest and 15% wanted chemotherapy for symptomatic metastatic disease. The implications of these results are discussed in the light of current recommendations for treatment of non-small cell lung cancer in the standard North American textbooks of oncology.