TGM OMNIBUS
Custom Surveys and Omnibus Surveys: What's the Difference?
Custom Surveys and Omnibus Surveys: What's the Difference?
In this guide, we will explore what makes these survey types different and help you decide which one is the best fit for your research needs.
What are Custom Surveys And Omnibus Surveys?
In contrast, omnibus surveys are more like versatile tools. An omnibus survey covers multiple subjects in a single survey. It is a standardized recurring survey conducted regularly in a specific region or audience. The costs of data collection are shared among all participating clients. Each client fully owns only the results of their submitted omnibus survey questions, making it a more flexible option for gathering information on various topics.
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Omnibus Survey vs. Custom Survey: Which one is Better?
Survey Specificity and Depth
In contrast, omnibus surveys are intended to serve multiple clients at once. They cover a wide range of general topics that various organizations can tap into for their individual research purposes. While questions on any single topic may be more surface-level, omnibus surveys offer a versatile format to efficiently gather preliminary data on diverse issues.
Audience Specificity
Omnibus surveys typically poll broader geographic regions or demographic segments of the general public rather than customized stakeholder groups. This allows them to efficiently capture a wide range of public viewpoints to serve many clients. While less tailored to any single client, this wide-ranging approach provides a general sense of public opinions.
Cost-Effectiveness
Standardized omnibus surveys allow costs to be spread across multiple clients. This reduces per-client expenses compared to independent studies, making omnibus studies cost-effective. While questions are broad, omnibus provides preliminary data affordably.
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