Quantitative surveys are a fundamental aspect of market research, providing specific information about products, customers, markets, and populations. These surveys primarily involve two data-gathering methods: surveys and questionnaires, which can be conducted through various means such as email, telephone, or face-to-face interactions.

One innovative approach to cost-effective market research is the omnibus survey. This survey method involves multiple companies sharing a single questionnaire with diverse questions across different categories. By pooling resources, companies can conduct market research efficiently and affordably.

Conducting an omnibus survey involves collaborating with an agency to define research objectives and questions. The survey is then distributed to a target audience, with sponsors purchasing specific questions to share the survey costs.