Omnibus Survey
What is an omnibus survey?
An omnibus survey is a quantitative market research method where data is collected on a wide variety of subjects in a single questionnaire. Usually, multiple clients will include questions on the survey (paying to get ‘on the omnibus’), while sharing the common demographic data collected from each participant.
Our Australian-based omnibus survey
SenateSHJ conducts a weekly omnibus survey. Key details of this survey are highlighted in the opposite boxes.
How does an omnibus survey work?
You can think of an omnibus survey as a way of taking part in an already established survey to be sent to a large group of people (usually the general population, i.e. Australians). For this reason, some refer to omnibus surveys as ‘piggyback surveys’.
By subscribing to an omnibus, you contribute a portion of the cost to conduct the survey and in return, include your own questions. Because the cost of deploying the survey is shared among the collaborators, each subscriber pays less to conduct the survey than they would if they were doing it on their own. Usually, subscribers receive answers to their questions in the form of data or a research report, which also includes demographic details of the sample.
What are the advantages of an omnibus survey?
- They are cost effective. Sharing the cost of conducting a survey means you can reach a large number of people for much less.
- They are quick. You don’t have to worry about setting up a survey, you just have to add your questions. Subscribers usually receive data within a week of the fieldwork being completed.
- It’s a good way to identify trends. Because they are cost-effective and quick to deploy, omnibus surveys can be conducted regularly, allowing subscribers to see trends over time.
How much does our omnibus survey cost?
The cost of buying into an omnibus survey depends on the number of questions you include. Each question costs $2,000 + GST.
Any open-ended questions requiring coding (into key themes) will incur an additional fee of $500 + GST per question. You can ask a minimum of three and a maximum of 12 questions per survey.
We include standard demographic questions at no extra cost. This includes gender, age, state and location, employment status, living arrangement, household income and Non-English-Speaking Background or Aboriginal and Torres Strait Islander status.
Types of omnibus questions
We can ask all types of questions, including:
- Yes/no, single and multiple response questions, ranking or rating questions
- Attitudinal statements – groups of six statements count as one question
- Open ended questions.
Questions can include images. Higher resolution images present better on screen. JPEG or PNG format are preferred.
Timing and provision of results
- The survey takes place weekly
- The questions need to be finalised by 5pm (AEST) Wednesday before fieldwork
- Inclusion of questions is subject to availability as each survey can only ask a limited number of questions
- Fieldwork occurs from Friday – Tuesday
- Data will be available within one week of fieldwork ending
- Interpretation of results can be provided within 10 days of fieldwork. Our interpretative report will show differences in results (by gender, age, state and location) in PowerPoint
- We can also provide SPSS data files and/or verbatim responses to open-ended questions, on request.
Success Story: Cavill + Co
Cavill + Co partnered with SenateSHJ to understand “conscious consumers” through the use of our omnibus survey.
This provided them with fast, cost-effective research and valuable insights. Find out more about the research by clicking below.
Quote by: Aravin Stickney, Partner, SenateSHJ
The omnibus is a great, cost-effective way to get fast, meaningful insights. It’s ideal for testing messages, gauging awareness or tracking shifts in public opinion and you can be in field within days.
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