Computer-assisted telephone interviewing

From Wikipedia, the free encyclopedia

Computer-assisted telephone interviewing (CATI) is a telephone surveying technique in which the interviewer follows a script provided by a software application. The software is able to customize the flow of the questionnaire based on the answers provided, as well as information already known about the participant.

CATI may function in the following manner

• A computerized questionnaire is administered to respondents over the telephone.
• The interviewer sits in front of a computer screen
• Upon command, the computer dials the telephone number to be called.
• When contact is made, the interviewer reads the questions posed on the computer screen and records the respondent's answers directly into the computer.
• Interim and update reports can be compiled instantaneously, as the data are being collected.
• CATI software has built-in logic, which also enhances data accuracy.
• The program will personalize questions and control for logically incorrect answers, such as percentage answers that do not add up to 100 percent.
• The software has built-in branching logic, which will skip questions that are not applicable or will probe for more detail when warranted.

[edit] References

Marketing Research. School of Business & Accountancy, Ngee Ann Polytechnic. Jonas Lee. Pearson

[edit] See also

• Computer-assisted personal interviewing
• Automated computer telephone interviewing