NMAC BTWN A C172 TAKING OFF AND A BEECH ACFT LNDG FROM THE OPPOSITE DIRECTION AT A NON CTLED ARPT.

Narrative

I TAXIED FOR TKOF RWY 17 AT 52F ARPT. WHILE TAXIING; I LISTENED TO ATIS FROM NEARBY AFW. THEY WERE LNDG S WITH CALM WINDS AND VISIBILITY 10 MI. I WATCHED ANOTHER ACFT LAND ON RWY 17 AT 52F AND ASSUMED THAT TO BE THE TFC FLOW. AT THE END OF THE RWY; I FINISHED ALL MY CHKLISTS. I DID A 360 DEG TURN AND SCANNED THE PATTERN FOR TFC AND SAW NONE. I HAD MADE A RADIO CALL ON CTAF FOR TAXI AND MADE ANOTHER WHILE TAKING THE RWY AND AGAIN WHEN I STARTED TKOF ROLL. AT 50 KTS; I NOTICED AN ACFT ON SHORT FINAL LNDG TOWARDS ME ON RWY 35. I FELT IT WAS TOO LATE TO ABORT SAFELY OR TAKE A CHANCE ON RUNNING OFF THE RWY INTO THE GRASS. I ROTATED THE AIRPLANE AND TOOK OFF AND STARTED AN IMMEDIATE R TURN TO AVOID THE OTHER AIRPLANE. WE PASSED I ESTIMATE WITHIN 100-200 FT HORIZLY AND 50-100 FT VERTLY OF EACH OTHER. THE OTHER ACFT TOOK NO EVASIVE ACTION AND CONTINUED HIS LNDG. I EXITED THE PATTERN AND FLEW A LCL FLT BEFORE RETURNING TO LAND 30-45 MINS LATER. I DON'T KNOW IF THE OTHER ACFT MADE RADIO CALLS OR IF I MISSED THEM WHILE OFF FREQ LISTENING TO AFW ATIS. THINGS TO IMPROVE: 1) BETTER/SLOWER SCAN OF PATTERN; ESPECIALLY DURING SETTING SUN AND SLIGHT HAZE CONDITIONS. 2) LISTEN TO ATIS PRIOR TO TAXI SO CTAF CAN BE MONITORED AT ALL TIMES. 3) DON'T ASSUME EVERYONE IS USING THE SAME RWY. 4) TRY TO COMMUNICATE WITH OTHER AIRPLANE WHEN CONFLICT AROSE. 5) BETTER COM BY ARPT FACILITY TO PLTS OF PREVAILING RWY USE.