There are six steps if you’re looking to conduct your own business to business survey. One, clearly define your objectives. Two, design a questionnaire which meets these and avoids common pitfalls (overly long with leading, double-barrelled, jargon filled, ambiguous questions). Three, pilot the survey. Four, decide whether telephone, online or face-to-face will get the best response rate. Five, incentivise it appropriately. And six, don’t act on the findings unless they’re reliable and representative.
Let me expand.