Piggybacking

This term is used in the context of administering a questionnaire by a marketing research company who works for more than one client. This occurs when a questionnaire contains questions pertaining to more than one client. This is often done in omnibus panels. Piggybacking can substantially reduce costs and can be agued way for clients to collect primary data they would not be able to afford otherwise. However, piggybacking should be done with the prior consent and knowledge of the clients.