The growth of Internet usage, combined with technological advancements, has resulted in a rich source for highly targeted market research subjects. Recruiting for on-line studies has become more sophisticated and diversified than the options available in the early days of Internet-based market research. Recruiting for on-line studies using the variety of options available is not recommended for those unwilling to devote the resources required. The choices available include recruited panels, opt-in e-mail list rentals, numerous Web-based incentive marketing programs, random intercepts of Web site visitors, and Web sites that have collected personal information from their users.