A statistically and real-world representative, comprehensive national survey

A regular product enabling clients to monitor trends over time

The OMNIBUS survey takes place regularly in February, June and September/October every year. Because the sample design and the fieldwork organisation remain constant over time, it enables clients to track trends and make accurate assessments of shifts in responses over time. A two-stage probability sample is drawn within the following “strata” or categories in the population:

  • metropolitan residential areas (including dense inner-city areas)
  • non-metropolitan urban residential areas
  • township areas and state housing
  • informal residential areas and shack settlements
  • collective dwellings
  • rural commercial farming areas
  • rural traditional and subsistence farming areas

The sampling returns are checked against the latest available estimates of the population by gender, age, educational level, rural-urban and provincial distributions, and other social variables. Certain categories are weighted to ensure that the final data is a precise representation of the population.

Access to a wide range of biographical data on respondents, including our revolutionary behavioural segmentation tool, Tx5®. The OMNIBUS includes questions on the following biographical and background characteristics of respondents:

  • gender
  • age
  • educational level
  • occupation
  • employment-unemployment status
  • categories in the formal and informal sectors
  • type of dwelling, province/region/district and local areas
  • home language
  • type of residential area both urban and rural
  • radio and television listener / viewership
  • household income
  • personal income
  • living standard measurements (LSMs)
  • Tx5® Behavioural Segments

The subscription package for clients includes access to and cross-tabulations of clients’ data against appropriate background variables listed above.

Cost Effectiveness Syndicated Surveys offer an answer to the problem of costs, particularly where a full survey is not required. The cost is significantly (55%) lower than the equivalent costs of a single, specially commissioned survey, because it allows a client to share the infrastructure and the basic fieldwork costs with other clients while obtaining dedicated confidential output. Moreover, MarkData’s OMNIBUS is very competitively priced compared to similar products available in the market.

Fieldwork Expertise The OMNIBUS fieldwork is fully based on personal face-to-face interviews, conducted by long-standing, trained and experienced field teams, closely supervised by carefully selected field managers. As is customary, back-checks are conducted to ensure the reliability of the fieldwork.

A Track-Record of Service Over the past decade the OMNIBUS has provided a research service to over 50 different client-subscribers. It has covered research themes over a wide field, including:

  • Consumer behaviour
  • Health needs
  • Nation branding
  • Financial issues
  • Voter education needs
  • Political attitudes and opinions
  • Unemployment and employment trends
  • Poverty levels and trends
  • Housing needs and rent-paying capacity
  • Crime trends
  • A wide range of welfare problems
  • Labour issues
  • Rural and urban community development needs
  • Company image
  • Radio and television audience research
  • and many others

Omnibus clients include:

  • major private sector companies (including large corporations)
  • financial institutions
  • government departments
  • semi-state organisations and research councils
  • international development agencies
  • welfare organisations
  • professional associations
  • regulatory bodies
  • universities
  • policy research centres
  • international research centres

Options Clients subscribing to the OMNIBUS can also enjoy certain additional options. For example, the sample can be amplified in particular categories (e.g., local opinion leaders, farmers, purchasers of particular products, trade union members, etc.). This can be accommodated at a cost significantly lower than the equivalent cost of a single, specially commissioned survey because the infrastructure cost of the additional fieldwork will already be partly covered. Cost would depend on the extent of the sample amplification and where it is undertaken. Other options can be negotiated, since MarkData has a policy of the greatest possible flexibility in accommodating clients’ needs.

A regular, syndicated, cost-saving vehicle for all population-based studies