We have an ASP page that does a simple select on a master table containing
less than 1000 rows and displays in a dropdown. When multiple users are
running the same query simultaneuosly, the reponse time grows exponentially.

For eg. the query takes 5 seconds to return this data for a single user and
52 secs for 10 concurrent users.

Is there any way to cache the data or to improve the performance?

Database: MS SQL Server