 a customer uses at which stage of the purchase process, attempting to understand why each channel is used, each channel's relative attribution and evaluating the company's strengths or weaknesses in that particular channel for the particular stage of the process.An approach to the collection of external stakeholder feedback in a quantitative manner from a large population.In digital strategy, surveys may be used to validate or invalidate key questions raised in more qualitative exercises such as external stakeholder interviews and focus groups.