Inelastic scattering of electrons by nitrogen, oxygen, carbon monoxide, carbon dioxide, water, argon, and helium is reviewed. Electron impact spectra at both high (less than 40 keV) and low (greater than 15 eV) kinetic energies are presented and discussed. Collision cross sections and generalized oscillator strengths are described, when data are available, and the connection with optical oscillator strengths is discussed. The limiting selection rules which hold in the excitation of atoms and molecules by electron impact are discussed and typical examples of forbidden transitions are described.