An omnibus survey is a method of
quantitative marketing research
Quantitative marketing research is the application of quantitative research techniques to the field of marketing research. It has roots in both the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive ...
where
data
Data ( , ) are a collection of discrete or continuous values that convey information, describing the quantity, quality, fact, statistics, other basic units of meaning, or simply sequences of symbols that may be further interpreted for ...
on a wide variety of subjects is collected during the same
interview
An interview is a structured conversation where one participant asks questions, and the other provides answers.Merriam Webster DictionaryInterview Dictionary definition, Retrieved February 16, 2016 In common parlance, the word "interview" re ...
. Usually, multiple research clients will provide proprietary content for the
survey (paying to 'get on the omnibus'), while sharing the common
demographic
Demography () is the statistics, statistical study of human populations: their size, composition (e.g., ethnic group, age), and how they change through the interplay of fertility (births), mortality (deaths), and migration.
Demographic analy ...
data collected from each respondent.
An omnibus survey generally uses a
stratified sample and can be conducted in person via an interviewer, as well as by mail, telephone, or Internet.
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).
However, the number of questions will be smaller and sometimes the theme of one of the research client will not be of interest for a part of the respondents.
[{{Cite web, url=https://www.marketinginstitut.biz/blog/omnibusbefragung/, title = Omnibusbefragung in der Marktforschung | DIM-Blog, date = 29 November 2016]
Sources
Survey methodology