omnibus survey
Definition:
Syndicated commercial advertising research survey. Individual advertisers can specify a limited number of straightforward questions to be added to the survey questionnaire at a particular time. It is thus possible to POST-TEST an advertising campaign with respect to easily standardized and measured performance criteria, such as spontaneous awareness, recall of a slogan, or brand image. The cost is significantly lower than a purpose-designed one-off survey, but the scope for detailed findings is distinctly limited.
Cross-References:
[post-test]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].