Misco launches omnibus survey research concept

Misco International has launched the latest in its suite of research products, Misco Omnibus Research, aimed at organisations which do not need a stand-alone survey but still seek to approach the market with important questions.

An omnibus survey is a method of quantitative marketing research where data on a wide variety of subjects is collected during the same interview.

Misco International business development manager Morgan Parnis explained that usually multiple research clients will provide proprietary content for the survey while sharing the common demographic data collected from each respondent.

Omnibus surveys generally apply stratified sampling and may be conducted either by mail, telephone, or Internet.

“In transport and logistics there is what is known as groupage, when different individuals pool together to bring their respective cargos from the same destination using one vehicle,” Mr Parnis added. “In this way, they enjoy the same service in a more cost-effective way. In market research we refer to this concept as omnibus – different clients supply their respective questions and contribute towards a collective survey at a reduced cost. Although this gives the impression of a shared survey, it is not and all participating agents will enjoy full confidentiality.” Mr Parnis explained that one of the main advantages of this concept is cost effectiveness as sampling and screening costs are shared across multiple clients. This cost-sharing method provides information from a large sample for a much lower cost than funding a standalone survey.

This makes omnibus surveys more attractive and are increasingly being used to gather important information by producing representative estimates of public behaviour and opinion, he said.

While omnibus surveys are generally employed to gather customer feedback in a variety of areas, including buying habits, consumer attitudes and opinions and market trends, other frequent applications include studies about awareness and usage, concept testing, incidence checks and public relations applications.

Misco International’s omnibus research questions are categorised by age, gender, occupation, socio-economic grouping and size of household. Up to 25 questions can be included with a descending scale of rates.

The sample will be selected randomly and respondents will be interviewed by a team of 20 professionals using Misco’s Computer Aided Telephone Interviewing ­system.