In addition to undertaking ad hoc research, Beaufort conducts the Welsh Omnibus Survey, the Omnibus Survey of Welsh Speakers, the new Welsh Children's Omnibus  and CWMNIBUS: the Omnibus Survey of Welsh SME businesses. These surveys provide a fast and cost effective means of obtaining robust information from representative samples of the public and businesses in Wales. They are especially useful for measuring trends.

For further information and a free mouse-mat giving details of omnibus fieldwork dates and timing please write to:
Beaufort Research Ltd
2 Museum Place, Cardiff, CF10 3BG.

THE CONCEPT

Omnibus surveys are a well established method of conducting market research. As their name implies, they enable a group of users to share the same survey vehicle, achieving the benefit of lower costs.

The main difference between omnibus surveys and ad hoc ones lies in the design of the questionnaire:

• In an ad hoc survey there is either one client or a group of clients whose needs are the same. The survey questionnaire is designed to provide information on the specific subject being investigated.

• In an omnibus survey, there are a number of clients, whose needs are usually quite different. Although there is nominally a single questionnaire, this is divided up into a number of sub-questionnaires. Each element deals with a specific subject, and is designed to meet the needs of the particular client concerned.

Subscribers to an omnibus service buy in on the basis of how many questions are to be asked of the sample and the type of questions. In effect, therefore, each subscriber shares the cost of interviewing and other overheads with fellow clients. There is also the benefit of continuity. Since these surveys are undertaken at prescribed intervals, subscribers can ask the same questions time and time again, in order to measure long term trends.

Consumer interviews are conducted face to face: invariably these are in the homes of respondents. Beaufort’s experienced fieldworkers are used and all fieldwork is validated in accordance with BS7911 - the British Standards Institute's quality standard for organisations conducting market research. 

WELSH OMNIBUS SURVEY

The Welsh Omnibus Survey was established in 1986 and has been undertaken regularly since that time. Surveys are conducted four times per annum - in March, June, September and November - and a fresh sample is drawn each time:

• The survey is based upon a representative quota sample, consisting of a minimum of 1,000 adults aged 16+ who are resident in Wales.

• Interviewing is spread across 68 separate locations throughout Wales. Sampling points are selected with probability proportionate to resident adult population after stratification within region.

• Within each sampling location, there are interlocking quota controls of age and social class within sex. Quotas are set to reflect the known demographic profile of Welsh residents and no more than one person per household is interviewed.

The Omnibus Survey of Welsh Speakers began in 1993. Surveys are undertaken twice a year - in March and in September - and a fresh sample is drawn each time:

• The survey is based upon a representative quota sample, consisting of a minimum of 1,000 adults aged 16+ who are resident in Wales and are able to speak Welsh.

• Interviewing is spread across 68 separate locations throughout Wales. Sampling points are selected with probability proportionate to Welsh speaking population after regional stratification.

• Within each sampling location, there are interlocking quota controls of age and social class within sex. Quotas are set to reflect the demographic profile of Welsh speaking residents and no more than one person per household is interviewed.

An initial filter question (in Welsh) establishes eligibility for a full interview. Thereafter, the interview is conducted in the language preferred by the respondent, using a bilingual questionnaire and showcards.

The latest addition to Beaufort's range of Omnibus surveys focusing on Wales is the Children's and Young People's Omnibus, launched in the autumn of 2006. Surveys will be conducted twice a year from 2007, in April and October, with a fresh sample drawn every time:

• The survey is based upon a representative quota sample, consisting of a minimum of 500 children and young people aged 7 to 18 years who are resident in Wales.

• Interviewing is spread across 43 separate locations in Wales. Sampling points are selected with probability proportionate to resident population of children / young people in this age group after stratification within region.

• Within each sampling location, there are interlocking quota controls on age and gender and a further quota on Welsh speaking ability. Quotas are set to reflect the known demographic profile of 7 to 18 year olds and no more than one person per household is interviewed.

• Care is taken to ensure that all aspects of the survey fully comply with the MRS Code of Conduct and the MRS Guidelines on Conducting Research amongst Children and Young People.

 

ANALYSIS AND REPORTING

Although the three surveys are separate, their findings are analysed and reported in a similar way. All three surveys are weighted to better represent their respective research universes. All analysis is undertaken in-house.

• Subscribers receive tabulations analysing the responses to their questions according to such standard classification variables as age, gender and socio economic class. One hard copy and one PDF file are provided.

• Results can also be broken down according to region within Wales, using combinations of local authority areas. Since March 1996 we have been using groups of unitary authority areas for this purpose.

• Subscribers also have the opportunity to conduct a number of non-standard analyses as appropriate to their own circumstances, at an additional cost (e.g. cross analyses, readership, postcode analysis).

CWMNIBUS

Beaufort's omnibus survey of Welsh SME businesses was introduced in 2001. The Cwmnibus sample is designed to be representative of all SME business establishments located in Wales. Eligible respondents are senior personnel from private sector companies with a business telephone line and up to 250 employees.

500 interviews are undertaken twice a year with a fresh sample of businesses using Computer Aided Telephone Interviews (CATI) technology. All fieldwork is undertaken by trained Beaufort interviewers from our offices in central Cardiff to BS7911 standards.

Interlocking quotas are set on business activity and size within region and data is weighted to ensure that the final sample is representative of all SME  businesses in Wales based on detailed figures supplied by Business Database (part of the Yellow Pages group)

Standard reports show data broken down by key variables including: region, Standard Industrial Classification (SIC) groupings, number of employees and turnover. Non-standard analysis is also available at an additional cost.

APPLICATIONS AND CLIENTS

Omnibus surveys can be used to provide data on many topics. Applications include:

• Measuring opinions and attitudes on a range of economic, social and other issues;

• Monitoring consumer behaviour - e.g. product purchasing, leisure activities;

• Quantifying business confidence and market buoyancy;

• Measuring awareness and recall of advertised products and services.

 

Client references are available on request.