Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
2Activity
0 of .
Results for:
No results containing your search query
P. 1
MAXIMIZE YOUR OMNIBUS RESULTS: ASK THE RIGHT QUESTIONS

MAXIMIZE YOUR OMNIBUS RESULTS: ASK THE RIGHT QUESTIONS

Ratings: (0)|Views: 10|Likes:
An Omnibus survey is an affordable alternative to custom surveys for companies with shrinking or nonexistent research budgets. Omnibus studies are derived from shared polls sponsored by multiple clients. The quality of the questions asked defines the effectiveness of the survey.
An Omnibus survey is an affordable alternative to custom surveys for companies with shrinking or nonexistent research budgets. Omnibus studies are derived from shared polls sponsored by multiple clients. The quality of the questions asked defines the effectiveness of the survey.

More info:

Published by: Henley-Putnam-University on Feb 15, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOCX, PDF, TXT or read online from Scribd
See more
See less

06/03/2010

pdf

text

original

 
MAXIMIZE YOUR OMNIBUS RESULTS: ASK THERIGHT QUESTIONS
 The current state of the economy has seen an exponential increase in thepopularity of omnibus studies. An affordable alternative to custom surveys forcompanies with shrinking or nonexistent research budgets, omnibus data is derivedfrom shared polls sponsored by multiple clients. The effectiveness of anomnibussurveyis defined by its design – i.e., the quality of the questions asked. Althoughmarket research agencies typically spearhead and manage omnibus design, clientswho choose to participate more actively often end up with more relevant results. Byworking in tandem with a research firm to frame the right questions, you’ll increaseyour chances of obtaining actionable omnibus data – and maximizing your researchdollars.Omnibus polls can meet a wide range of research needs, and are thereforeemployed within academic and governmental settings as well as the private sector.Any organization in need of public opinion to a series of questions can benefit fromthem. Participation in an omnibus poll is straightforward: An organization pays aresearch firm a set fee to insert the question(s) of its choice into an ongoing surveytargeting a client-defined set of households or establishments. Frequently, thesesurveys consist of either web-based questionnaires or interviews conducted viaemail, telephone or in person. Demographic parameters for these households orestablishments often include age, gender and occupation. The extraction of datareflecting the client’s target demographic from the larger set of results providesstrategic consumer insights. While companies can certainly pay more to havemultiple questions inserted into anomnibus survey, significant results can berealized from omnibus polls with participation as low as one question.Another distinct advantage of the omnibus format is its rapid turnaround time.Because the polls are generally short in length and run perpetually across a widevariety of locations and formats, implementation of a participant’s question(s) takesremarkably little time. That omnibus data can generally be collected and analyzedmuch quicker than data from a custom survey adds to the overall efficiency of theomnibus model. In some cases, results from an omnibus poll can be made availableovernight. The types of questions that show up in an omnibus study frequently belong to oneof several categories. These can be classified as “simple” (questions that elicit aone-word response) “running prompts” (questions with multiple response options),“individual prompts” (questions with repeated sub-queries), and “multi-response”(questions that allow respondents to choose multiple answers). While theseclassifications remain more or less fixed, it is both possible and advisable to framethese questions in a manner that will optimize your results. Begin by choosinglanguage that is appropriate for your audience as well as neutral in tone, diction

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->