Unlike other forms of communication used for marketing, the World Wide Web provides a 2-way flow of information. On-line marketers can provide a wealth of data via the Web and obtain information from existing and potential customers with less effort and cost that is possible in the physical world. The beauty of Web-based survey instruments stems from the interactive and digital nature of the medium. When considering on-line survey options, marketers have 2 choices: Write their own survey instrument and analyze the results in-house, or outsource the task to an on-line marketing research firm. Both options are discussed.