In the effort to keep a finger on the pulse of an evolving technology marketplace, manufacturers and providers of advanced technology products and services conduct thousands of surveys annually with the same target in mind: IT professionals. These individuals comprise a critical research target, with purchasing authority and servicing responsibility for computer hardware and software, servers, wireless communications, handhelds, and other technologies utilized in businesses of all sizes. Because the surveys they are asked to complete gather data that heavily influences next-generation designs for the technologies under their jurisdiction, IT professionals have a vested interest in participating. However, because they are a relatively small and oft-contacted group, it is important for marketers to consider factors that will encourage survey participation when designing a research program.