Computer-assisted telephone interviewing (CATI)

Definition

Computer-assisted telephone interviewing (CATI) is a survey research method that uses computer technology to facilitate telephone interviews. In this approach, interviewers follow a script provided by software that helps them collect responses in real-time, improving data accuracy and streamlining the process of survey administration. CATI enhances traditional telephone interviewing by allowing for automated data entry and real-time monitoring, making it a popular choice in modern survey methods.

5 Must Know Facts For Your Next Test

1. CATI systems allow for easy routing of questions based on previous answers, making surveys more adaptive to the respondent's input.
2. With CATI, data is automatically coded and stored in a database, minimizing human error during the data entry process.
3. CATI can provide immediate feedback on response rates and interviewer performance, allowing for quick adjustments during data collection.
4. The method allows researchers to reach a wider audience, including those who may not have access to online surveys.
5. CATI is often used in market research, public opinion polling, and social science studies due to its efficiency and reliability.

Review Questions

• How does computer-assisted telephone interviewing (CATI) improve the quality of data collection compared to traditional methods?
  • CATI improves data quality by automating the data entry process, which reduces human error and ensures accurate recording of responses. The software used in CATI allows interviewers to adapt questions based on previous answers, leading to more relevant and focused conversations. Additionally, real-time monitoring provides immediate feedback on interviewer performance and response rates, allowing for quick corrections and enhancements during the survey process.
• Discuss the advantages and disadvantages of using CATI as a survey method compared to other techniques like online surveys or face-to-face interviews.
  • One advantage of CATI is its ability to reach populations that may not participate in online surveys, particularly older adults or those without internet access. Additionally, it offers more control over the interview environment compared to face-to-face methods. However, some disadvantages include potential biases due to non-response rates among certain demographics and limitations in capturing non-verbal cues that might be observed in personal interviews. Furthermore, costs can be higher than online surveys due to the need for trained interviewers and phone infrastructure.
• Evaluate how computer-assisted telephone interviewing (CATI) fits into the broader landscape of survey methodologies in contemporary research.
  • In contemporary research, CATI represents a significant evolution of survey methodologies by leveraging technology for efficiency and accuracy. It occupies a unique position by combining elements of traditional telephone interviewing with modern data processing capabilities. This integration allows researchers to conduct large-scale surveys more effectively while still maintaining a personal touch through direct interactions with respondents. As data collection needs grow and diversify, CATI continues to play an important role alongside emerging methods like online surveys, adapting to meet changing consumer behaviors and technological advancements.

Related terms

Survey Research: A systematic method for collecting data from a sample of individuals to understand trends, opinions, or behaviors.

Data Collection: The process of gathering information from various sources to answer research questions or evaluate outcomes.

Telephone Interviewing: A method of conducting surveys via phone calls where interviewers ask questions and record responses from participants.