First you need the installation ISO. Tell VMWare to create a new virtual machine, mount the ISO ans then start the VM. From there, it is just like installing on a regular PC. Though after you complete the installation, you should install the VMWare client tools.
Alternative: download a vmware VM that alreayd has Ubuntu install - google should turn up some places to download one.
There are basically 2 ways to get Linux running in a VMWare VM. One is to download, install, and boot an "appliance VM" that's already configured and ready to run. I have a Wikimedia VM that I got this way, and have constructed 2 appliance VMs of my own; a mail services VM with sendmail, dovecot and mailman in it, and a development support VM with SVN and Trac in it. VMWare has a gallery of such appliance VMs, I think, and Google can turn up other sources.
The other way to get a Linux VM up and running is to build it from scratch. Allocate a virtual hard drive (5 GB is usually good for a basic OS), construct a virtual machine from whichever VMware "control panel" you are using, attach a virtual CD-ROM/DVD to boot off of (or you can do a network-based install if you are up to it) and boot off of the virtual CD-ROM (which can be representing a physical CD/DVD or an iso file).
About the only other major consideration is how to configure the virtual network. You have 3 options. VMWare allows a VM to own one or more fixed IP addresses, forward certain ports from the VM host, or run an IP masquerade.
Customer surveys are for companies who didn't pay proper attention to begin with.