Web surveys are proliferating at an almost incomprehensible rate. However, one outcome of this process is that the quality of surveys on the Internet varies widely. The need to educate consumers of surveys regarding quality indicators is apparent. The challenge for the survey industry is to conduct research on the coverage, nonresponse, and measurement error properties of the various approaches to Web-based data collection. Only by fully understanding the benefits and drawbacks of this new method can the potential of Web surveys be fully exploited. Solid research and open sharing of research methods and results are needed to ensure that new methods of data collection are done in a responsible and informed manner.