What Omnibus Surveys are and How to Use Them

14 Apr

What is Quantitative Research?

Quantitative research, as related to marketing, involves collecting research for a client in order to develop a successful marketing plan. The steps involved include defining the problem, research design, data collection and analysis, and finally, report writing and presentation. When utilizing quantitative research as a method of conducting research on a social level, questionnaires and scales are frequently used to gather information. Respondents are then asked to complete these surveys (like the omnibus survey), while marketers use this information to determine the needs of such individuals in the marketplace. By understanding the needs of survey respondents, marketers ( ) are able to develop strategies and marketing plans that will work with their unique situation.

What is an Omnibus Survey?

An omnibus survey is a tool that is often used by those in marketing and advertising. It is a method that is used in quantitative marketing research, where data on a variety of subjects is collected in a singular interview. Often, many different research clients will provide proprietary content for the survey, and they will also share common demographic data that is collected from their respondents. There are cost-savings involved in conducting research in this manner because the sampling and screening costs are actually shared among the multiple clients who participate. The process also saves time; omnibus samples are large, and interviewing is an ongoing process. The surveys used in this method of research are often conducted by mail, telephone, or over the Internet.

How Omnibus Surveys Help Companies

In the simplest sense, an omnibus survey ( ) will take information from multiple companies to combine those separate pieces of information into one survey; that survey will then be distributed to various respondents. The surveys may be on a wide variety of subjects due to the fact that the information is coming from many different sources. Respondents are often just as diverse as the subject matter at hand in order to produce results for each of the differing companies involved in the process. Once these respondents answer the survey, the companies who requested the survey will be provided with their share of the information gathered. It is not often that all of the companies involved will receive all of the information gathered from the surveys. It is much more productive to receive the portion of research specifically pertaining to each one.  There is no downside to participating in an omnibus survey on a company-level; you will gain the results you need for a fraction of the cost and in half the usual time.

If you need information fast, an omnibus survey can get you what you need in a timely manner. Whether you need to respond to a potential threat or take advantage of an opportunity before it disappears, these surveys will speed up the process. Omnibus surveys are all about conducting polls and surveys with a quick turn-around time, so you can gather the information you need in no time. Whether you need a couple of questions answered or twenty, you will get the results you seek in as little time as possible.

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