In Web-based surveys, a forced response to questions can be a solution to item non-response. This method may come with costs, however, that could affect the quality of responses and respondent drop-off rate. The Graduate Management Admission Council© (GMAC) conducted a Web-based survey with 4,135 motivated graduate business school alumni. GMAC investigated the impact that forced-response items had on respondent drop-off and qualitative differences in item answers. The survey used a random split-sample: Half of the respondents were forced to answer all survey questions. The other half was allowed to move to the next question without answering the current question. For the latter group, a request-response prompt notified respondents of an unanswered question and asked whether they would like to continue with or without answering the item. The survey was comprised of 49 questions and had an average completion time of 20 minutes. No differences were found between the forced-response and the request-response conditions with respect to respondent drop-off. In addition, no differences were found in the attitudinal nature of the response items. The forced-response and requestresponse designs had no impact on the response to categorical items regardless of placement in the survey. There was a marginal impact on items of personal sensitivity, such as compensation; however, this was not true for all finance-related questions. A motivated and interested population of graduate management alumni completed a lengthy questionnaire without regard to the treatment in this study. Furthermore, the content of responses was not impacted by forced or requested item conditions, and the only hesitancy was to reveal sensitive information, which is a common survey respondent issue.