3.2. How to execute a survey

There are different approaches for conducting a customer survey and all of them are more or less the same and consist of the same steps in different degrees.

In general, the process has 5 major steps, which vary from survey to survey and can be supplemented by further intermediate stages:

Figure 9: Different stages of a survey³⁸

³⁸ Own presentation related on Vossebein, U. (2000), p. 20