Omnibus Survey


The omnibus survey is a method of quantitative marketing research where data on a wide variety of subjects is collected during the same interview. Usually, multiple research clients will provide proprietary content for the survey (paying to ‘get on the omnibus’), while sharing the common demographic data collected from each respondent.
The advantages to the research client include cost savings (because the sampling and screening costs are shared across multiple clients) and timeliness (because omnibus samples are large and interviewing is ongoing). An omnibus survey generally uses a stratified sample and can be conducted either by mail, telephone, or Internet
A major disadvantage is that only a limited amount of company relevant information is obtainable through an omnibus. Also, the panel is not always representative of the firm’s target market profile although the client can sometimes select from a target market rather than sample from all respondent.

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