Multi-topic survey
A multi-topic survey , also known as an omnibus survey (Latin omnibus - for all, with all), is a form of primary survey in market and social research in which questions from various clients are summarized in a questionnaire.
The questions can come from very different subject areas, but the target groups of the commissioning companies must match. Omnibus surveys are therefore often found in surveys of a representative cross-section of the population, which means that statistical methods can be reliably and stably applied to the data obtained.
The contracting company can choose between the three omnibus methods CAPI , CATI and the online survey .
This type of survey is financially worthwhile for the client because the high organizational fixed costs of the survey are shared. Furthermore, omnibus surveys are ideal due to the fixed schedules (some providers offer weekly surveys), especially for problems that arise at short notice that require a quick overview of the opinion situation.
However, this form of survey can also be problematic if parts of the sample are less interested in certain topics of the survey and give imprecise or poorly considered answers. In addition, if there are several topics in the questionnaire, it is possible to overshadow questions.
Web links
Individual evidence
- ↑ a b c d Omnibus survey . In: marketinginstitut.biz, accessed on February 26, 2019.