Iranian families face many challenges these days. This study aimed to examine marital incompatibility and underlying factors among couples in rural Gonabad based on sociological views and socio-cultural characteristics of the villagers. The study collected data by using questionnaires. The statistical population included 380 married men and women living in the villages of Gonabad county. The samples were selected through cluster sampling method proportional to size. Preliminary interviews and a researcher-made questionnaire were used in order to collect the data. The validity and reliability of the questionnaire were confirmed through face validity and Cronbach's alpha coefficient, respectively. The mean age of the participants and their mean age at marriage were 39 and 21 years, respectively. An equal percentage of males and females participated in the present study. The results of multivariate regression analysis showed that three out of five hypotheses on the relationship between independent and dependent variables could not be rejected. These three hypotheses suggested a significant direct relationship between conflict of values and marital incompatibility, and a significant inverse relationship of fulfillment of needs and family social capital with marital incompatibility. The two variables of Role Strain and Homogamy were not significantly correlated with the independent variable. In view of the influence of changes in the modern era over the needs and expectations of people, it is necessary to provide rural couples with education appropriate to cultural context of their society.