Factors inherent to the ultrasound imaging system can influence quantitative ultrasound image texture and may produce changes that mask or mimic those due to alterations in tissue structure. In this study, we assessed the effect of the method of image data acquisition and analysis on the variations in quantitative texture measures that occurred solely due to the position of a region of interest (ROI) within the field of view. When ROI's, which varied in range and azimuth within the image of a tissue equivalent phantom (of uniform composition), were assessed by conventional analysis of scan-converted (rectangular coordinate) data, over 50 percent of all texture measures showed significant differences. Pseudo polar analysis reduced the number of texture measures showing regional variation by 80 percent (p less than 0.01) and true polar coordinate data analysis reduced the number by 74 percent (p less than 0.01). True polar analysis completely abolished differences in texture measures between ROI's separated in azimuth. Acquisition and analysis of tissue texture data using polar coordinates should allow a more definitive identification of abnormal tissue.