Abstract:

Omnibus surveys are in very widespread use within the market research industry and have become a well-established, valuable and cost-effective means of conducting market research surveys. This chapter explains briefly what omnibus surveys are and how they operate, and then goes on to examine the specific strengths and weaknesses of this particular research methodology. Though there are many market research problems which can be very adequately solved using the omnibus technique, equally there are some situations where they are inappropriate. Thus it is very important for the research practitioner to be aware of the advantages and the limitations that omnibus surveys offer in order to make the most effective use of them.