The use of a stratified sampling procedure for conducting market surveys by alumni associations is discussed. A market survey with a 76.8 percent response rate is used to illustrate the potential success of the procedure, which can be implemented by alumni associations with computerized record systems. At the University of Missouri, Columbia, the market survey was used to obtain member input concerning the various programs and activities sponsored by the alumni association. The direct mail opinion survey solicited views about the university, opinions about the alumni association, and demographic information. A total of 1,743 questionnaires were mailed to a stratified random sample of alumni association members by academic divisions, and responses were obtained from 1,338 members. Survey results established a measurable database to support future programmatic choices made by the alumni association. Reasons for using a mail questionnaire, development and pretesting of the questionnaire, procedures to reach respondents, and the sampling design are briefly described. (SW)