One advantage of the Omnibus study is that representative information is gathered for an entire population. This is valuable because the researcher can obtain data that reflects the opinions of different groups of similar ages, socioeconomic levels, or place of residency.
Another advantage of this study is that the client receives all the benefits described above at a lower cost than what a full survey would cost. A survey is a complex and costly process that starts with the definition of a statistical methodology, followed by the collection of data, editing, coding and tabulation of the data, and concluding with the analysis of the results.
The client can request that one or more questions be included within the Public Opinion Study. In this way, the client does not pay for the total survey process, but gets the advantages that the Public Opinion Study offers. Companies discover that by participating in the Omnibus, they obtain complex information at a very reasonable price.
Generally there are two study modules; the longitudinal and the transversal cut. The longitudinal consists of repeated measurements of the same variables. The objective of this type of study is to observe the behavior of the same variable through time and relate its behavior to phenomena that occur during the period. The transversal cut study produces a "photograph" of the situation. With this type of analysis it is possible to discover the present status of a variable.
Since CID Gallup carries out Omnibus-type surveys every three months, these studies have an additional appeal to clients. They can use the study to carry out a longitudinal and/or transversal cut, with the flexibility and periodicity to reach their objectives.