A rapid microtiter method was investigated as a means of evaluating viable bacterial cells in milk samples, using the conventional Standard Plate Count method as a comparison. Statistical analyses showed high correlation between the two methods. The advantages of this new method are: (a) the ability to analyze many samples simultaneously and (b) savings of time, space, material, and labor. The practical application of this new method in dairy products was shown by a study of bacterial growth during refrigerated storage of milk.