Computer-Assisted Telephone Interviewing

Definition

Computer-Assisted Telephone Interviewing (CATI) is a survey method that uses a computer system to manage the data collection process over the phone. It allows interviewers to input responses directly into a computer while guiding respondents through a structured questionnaire, enhancing data accuracy and efficiency. This approach reflects the ongoing evolution of marketing research methodologies by integrating technology to improve the quality and speed of data collection.

5 Must Know Facts For Your Next Test

1. CATI systems can randomize question order and skip irrelevant questions based on responses, making the survey more tailored and engaging for participants.
2. This method often yields higher response rates compared to traditional mail surveys due to its direct engagement with respondents.
3. Interviewers using CATI can receive real-time feedback and prompts, which helps in maintaining consistency and quality in data collection.
4. The use of CATI has increased with advancements in technology, allowing researchers to conduct large-scale surveys quickly and effectively.
5. Cost-effectiveness is another advantage of CATI, as it reduces the time needed for data entry and processing, leading to quicker insights.

Review Questions

• How does Computer-Assisted Telephone Interviewing improve the accuracy and efficiency of data collection compared to traditional methods?
  • Computer-Assisted Telephone Interviewing enhances accuracy by allowing interviewers to input data directly into a computer system while speaking with respondents. This minimizes errors associated with manual data entry and ensures that responses are recorded in real time. Additionally, CATI allows for dynamic questioning where the system can adjust based on prior answers, making the process more efficient and tailored to each participant.
• Discuss the impact of technological advancements on the effectiveness of Computer-Assisted Telephone Interviewing in marketing research.
  • Technological advancements have significantly improved the effectiveness of Computer-Assisted Telephone Interviewing by enabling features like automated dialing, caller ID management, and integrated data analysis tools. These innovations streamline the survey process, allowing researchers to reach larger populations quickly while also improving response rates. Furthermore, enhanced software capabilities enable real-time monitoring of interviews, leading to better quality control and more reliable data outcomes.
• Evaluate how Computer-Assisted Telephone Interviewing might shape future trends in marketing research methodologies.
  • As technology continues to evolve, Computer-Assisted Telephone Interviewing is likely to play a central role in shaping future trends in marketing research methodologies. The integration of artificial intelligence and machine learning could lead to even more personalized interviewing experiences and predictive analytics that help researchers anticipate consumer behavior. Additionally, as consumer preferences shift towards digital interactions, CATI can adapt by combining phone interviews with online survey elements, further enhancing engagement and data richness.

Related terms

Telephone Survey: A method of data collection that involves asking questions over the phone to gather information from respondents.

Data Collection Software: Computer programs designed to facilitate the gathering, organization, and analysis of data from various sources, including surveys.

Survey Questionnaire: A structured set of questions used to gather information from respondents in a systematic manner.