The present invention describes a process for the direct preparation of methyl p-vinylbenzoate from methyl p-formylbenzoate using keten in the presence of potassium acetate. The chief products obtained from the process are about a five to two ratio of methyl p-vinylbenzoate to p-carbomethoxycinnamic acid. The latter may be thermally decarboxylated, especially in the presence of copper powder, to produce additional quantities of methyl p-vinylbenzoate. Methyl p-vinylbenzoate may further undergo hydrolysis to form p-vinyl benzoic acid. Both methyl p-vinyl benzoate and p-vinyl benzoic acid may be polymerized with ethylenically unsaturated monomers to form useful latex compositions of the present invention.