5.2. Roll-Out of survey – The Fieldwork Phase

After finalizing all the pre-work and pilot survey, the main customer satisfaction survey was launched in all selected participating markets. After some internal discussions and difficulties with local legal departments and regulatory restrictions, following countries were nominated for the survey:

Table 6: Selected countries for survey

Unfortunately, Germany had to be excluded from the survey, as too many regulations made it difficult to find a suitable database within the given time period and the agreed budget. During the project it was detected, that due to German law, it was not allowed to use the customer e-mail addresses for these kinds of surveys. If Germany had to be included, FK would have to buy a panel of e-mail addresses from pharmacists, physicians etc. Then a pre-survey would have been necessary to select FK customers out of this panel only. The costs for this panel would have exceeded by far the approved budget for this project and finding the right customers would have delayed the whole project and jeopardized the deadline.

The fieldwork phase was supervised by the market research agency, which also was in charge of doing the analysis and providing the recommendations for possible improvement strategies. This analysis phase and the implementation phase will be described in the following chapter.