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The process of recruiting suitably qualified and motivated subjects for survey participation presents some unique challenges to researchers, particularly when employing Internet-based survey instruments. This paper begins by identifying the advantages of online survey instruments, then examines the key elements of the survey process to gain an understanding of the reasons why people become involved in survey activities. Next, the antecedents to full survey participation are examined against four independent involvement theories. Then, survey involvement is considered against the role of rewards and values in the involvement process and cost minimisation for respondents. The influence of trust on the response process is also considered. The paper concludes with a synthesis of existing survey models to identify key characteristics and suggests a respondent recruitment strategy.