CATI

Definition

CATI stands for Computer-Assisted Telephone Interviewing, a research method that uses computer technology to conduct surveys over the phone. This technique enhances data collection by allowing interviewers to enter responses directly into a computer system while simultaneously guiding the conversation based on pre-programmed questions. CATI has evolved as a key method in marketing research, reflecting current trends towards more efficient and accurate data gathering.

5 Must Know Facts For Your Next Test

1. CATI systems streamline the interviewing process by automatically routing questions based on responses, minimizing interviewer error.
2. This method allows for real-time monitoring and quality control, making it easier to manage interviews and analyze data as it is collected.
3. The use of CATI has increased with advancements in technology, including improvements in telecommunication and software for survey management.
4. CATI can significantly reduce the time needed to collect survey data compared to traditional methods, making it a popular choice among researchers.
5. Despite its advantages, CATI can face challenges such as respondent fatigue and declining response rates in telephone surveys.

Review Questions

• How does CATI improve the efficiency and accuracy of data collection compared to traditional telephone interviewing methods?
  • CATI improves efficiency by allowing interviewers to enter responses directly into a computer system, which reduces errors associated with manual note-taking. The software also streamlines the flow of questions based on previous answers, ensuring that respondents are asked relevant follow-up questions. This dynamic approach not only saves time but also enhances the accuracy of collected data by minimizing interviewer bias and maximizing respondent engagement.
• In what ways has the evolution of technology influenced the adoption and effectiveness of CATI in marketing research?
  • Technological advancements have significantly influenced the adoption of CATI by enabling faster and more reliable telecommunications, which leads to better connectivity and more efficient interviews. Additionally, innovations in survey software allow for complex question routing and immediate data analysis. These factors have made CATI a preferred method for marketing researchers who need quick and accurate insights from large populations.
• Evaluate the challenges faced by CATI methods in modern marketing research and propose potential solutions to enhance its effectiveness.
  • Modern marketing research faces several challenges with CATI, including decreasing response rates due to growing aversion to telephone surveys and respondent fatigue from lengthy interviews. To address these issues, researchers can implement strategies like incentivizing participation or optimizing survey length for brevity and clarity. Additionally, integrating mixed-mode approaches could help reach broader demographics by offering respondents alternative means of participation, thus improving engagement and response rates.

Related terms

Survey Research: A method of data collection that involves asking respondents a series of questions to gather information on various topics, often used in market analysis.

Data Collection:

The process of gathering and measuring information on variables of interest, which is essential for making informed marketing decisions.

Mixed-Mode Survey: A survey approach that combines multiple data collection methods, such as online, telephone, or face-to-face interviews, to reach a broader audience.