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.
Research Papers
From CAPI to HAPPI
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: John A. Samuels
 
September 1, 1994
Research Papers
Conducting research amongst small sectors of consumer markets
Catalogue: Seminar 1981: Sampling Problems And Data Collection
Author: Peter Sampson
Company: Burke, Inc.
May 1, 1981
Research Papers
From CAPI to HAPPI
Catalogue: New Monograph Series Vol.6: Market Research And Information Technology
Author: John A. Samuels
 
August 1, 1998
