When advantages of online research are discussed, emphasis is usually placed on cost and improved turnaround time compared to more traditional research methods. The fact that people with Internet access prefer to take Web surveys is often swept aside as simply an additional consideration. Marketing researchers, however, should take a hard look at their relationships with survey respondents. As industry-wide refusal rates continue to rise - particularly for those utilizing traditional telephone contacts - researchers need to think about creative ways to improve the survey experience for their important customers and potential customers. Too often, inflexible uni-modal research designs are employed. By incorporating the option of taking surveys online into research programs, researchers can start to rebuild trust and goodwill with respondents.