This chapter shows how institutional researchers can make use of geographic information systems (GIS) to improve the quality of their surveys and extract more information from their results. GIS can contribute to at least three stages of the survey process: (1) survey design (through a better understanding of the population being surveyed); (2) data analysis (through post hoc sample balancing and the ability to analyze regional differences and spatial behavior; and (3) reporting (through the ability to make effective maps). These contributions are illustrated, with examples taken from survey research projects conducted within a large public university system in Wisconsin. Since GIS does not benefit every survey research project, each section discusses the circumstances in which it is most useful. (Contains 3 figures.)