The August 16, 2011, "Chronicle of Higher Education" article "Want Data? Ask Students. Again and Again" by Sara Lipka posits that in higher education there is a culture of oversurveying students and too often relying on surveys as the main, or only, way of assessing the impact of programs and services on student satisfaction and learning. Because of this, students are experiencing survey fatigue, resulting in lower response rates and data of questionable validity. According to the American Association for Public Opinion Research, "A low cooperation or response rate does more damage in rendering a survey's results questionable than a small sample, because there may be no valid way scientifically of inferring the characteristics of the population represented by nonrespondents." Students who choose to respond to a survey even though they are not motivated to engage in the survey process may respond in either socially desirable ways or quickly and without much thought. In this article, the authors share their suggestions for encouraging student engagement in the assessment process and increasing the validity of the data collected.