Computer-Assisted Telephone Interviews (CATI) Most research firms have computerized the central location telephone interviewing process. With faster, more powerful computers and affordable software, even very small research firms can use computer-assisted telephone interviewing (CATI) systems. Interviewers are equipped with a hands-free headset and seated in front of a keyboard, touch-screen computer terminal, or personal computer.
Most computer-assisted telephone interview (CATI) systems have one question per screen. The interviewer reads each question and records the respondent’s answer. The program automatically skips questions that are not relevant to a particular respondent. CATI systems overcome most of the problems associated with manual systems of callbacks, complex quota samples, skip logic, rotations, and randomization.
Although the major advantage of CATI is lower cost per interview, there are other advantages as well. Sometimes people need to stop in the middle of an interview but are willing to finish at another time. Computer technology can send inbound calls to a particular interviewer who “owns” the interview and who can complete the interview at a later time. Not only is there greater efficiency per call, there also can be cost savings.
Computer-Assisted Telephone Interviews (CATI) Most research firms have computerized the central location telephone interviewing process. With faster, more powerful computers and affordable software, even very small research firms can use computer-assisted telephone interviewing (CATI) systems. Interviewers are equipped with a hands-free headset and seated in front of a keyboard, touch-screen computer terminal, or personal computer.Most computer-assisted telephone interview (CATI) systems have one question per screen. The interviewer reads each question and records the respondent’s answer. The program automatically skips questions that are not relevant to a particular respondent. CATI systems overcome most of the problems associated with manual systems of callbacks, complex quota samples, skip logic, rotations, and randomization.Although the major advantage of CATI is lower cost per interview, there are other advantages as well. Sometimes people need to stop in the middle of an interview but are willing to finish at another time. Computer technology can send inbound calls to a particular interviewer who “owns” the interview and who can complete the interview at a later time. Not only is there greater efficiency per call, there also can be cost savings.
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