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What is an omnibus survey?

The Professional Master’s Degree Market Research and Techniques Management of TECH trains professionals capable of applying quantitative research techniques to develop successful strategies

Modern technologies have made it easier to collect data to conduct quantitative research on a particular topic or purpose. In this way, the Professional Master’s Degree Market Research and Techniques Management deepens in quantitative research techniques such as the omnibus which is a research method where several people share the cost of a research project and each receives a share of the information that is collected for them.

This survey uses a stratified sampling from which the information needed for the studies is extracted, this is done using structured surveys and can be sent and answered via telephone or the internet, it is also flexible, fast, and cost-effective. Also, it is used for tracking participants, opinions on specific issues, trends, brand usage, testing advertising campaigns, or mediating public opinion on diverse topics.


· The demographic data collected is shared among survey owners, so is easy to see how different demographic groups (gender, age, region of the country, etc.) answer the questions easily.

· Omnibus surveys are more cost effective because the cost is shared since the biggest cost of conducting a survey is setting it up and then finding a representative sample of participants, many prefer to conduct a larger survey and share it.

· Valuable information can be obtained on many topics at once.


· If the aim is conducting a survey to a specific group, ideally it should be focused on conducting a customized survey because this is not the right one for that purpose.

· Reduced number of questions per questionnaire.

· Does not allow complex questions.

· It does not allow to carry many photographs and in general exhibition material.

In this way, it will allow knowing the level of brand awareness and valuation of the brand or the different products of the company, their impact, and consumption habits, it is also important to have survey software that allows managing multiple users.

Professional Master’s Degree Market Research and Techniques Management

TECH Technological University created this program because market research is a key task for business success, since knowing the tastes and interests of consumers can guide a strategy that allows orienting production to customer demands. Therefore, companies are looking for an expert to implement, analyse and create impacts that help the bottom line.

In this way, this master's degree is focused on preparing the student to face global business challenges and decisions through schematic and graphic content, practical cases, theoretical lessons, access on any device and time by using the latest technology in education, discussion forums, networking opportunities and more.

The topics of this program are related to the management and strategy of companies and principles of strategic marketing, processes and variables, market and customer management, introduction to market research, qualitative research techniques, quantitative research techniques, research Production, internet analytics and metrics, analysis of results, applications, creativity, purchase, digital qualitative research, measuring scales, big data, among others.

Re-Learning method

The Professional Master’s Degree Market Research and Techniques Management of TECH are developed entirely online. During the 12 months of training, the student has access to the program's contents at any time and from any device, allowing them to self-manage the study time with maximum flexibility and adapt to each student's schedule.

It has its own learning method, 'Re-Learning', based on asynchrony and self-management. The contents are presented in an attractive and dynamic way in multimedia capsules that include audio, videos, images, diagrams, and conceptual maps to corroborate knowledge.

TECH Technological University

TECH Technological University, the world's largest university, is also the official online university of the NBA (National Basketball Association) in Latin America. It belongs to the TECH educational group, a Spanish-owned multinational recognized by the Financial Times as one of the 200 fastest-growing companies in Europe. The company, founded and directed by Manuel Sánchez-Cascado de Fuentes, has also been considered the most highly valued Spanish technology company in the last 15 years.

Thanks to its fully digital learning system, it supplies training to students from anywhere in the world. An international trajectory has allowed it to become a benchmark in distance learning, with a catalogue of over 10,000 programs, over 100,000 new students each year, and 500,000 graduates from over 150 countries.

Specialized highly qualified postgraduate programs, they offer their students the best training programs at an international level, being leaders in employability with 99% of their students working in the first twelve months, according to data from the consulting firm KPMG.


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