CATI

CATI ( Computer Assisted Telephone Interview ) comes into being by applying the rapidly developing mechanics of communication and computer information processing technology to the traditional telephone interview, which is more and more widely used.

CATI uses a questionnair which is designed according to the computer's design, and telephone is employed to conduct the interview.Questionnair can be formed by a maxicomputer, microcomputer or a personal computer. Questionnair, answer sheet and pencil are replaced with a computer. interviewers dial the number through the computer, and then read the questions on the computer screen when he or she gets through. Then interviewers input the answers into the memory vault of the computer.

 

Advantages of CATI:

1. Various sampling methods can be used, therefore, samples will be very representative. It is suitable for projects which need to count incidence rate, recognition rate, total market volume and etc.

2. It will help to improve the efficency greatly. Because computer information processing technology is employed, the amount of work will be greatly decreased, and the potential for error will be reduced, and it will be easier to perform. Computer assists the researcher in sampling, and the logic of the questions and quota are controlled by computer.

3. High quality of interview. All the interviewers are directely supervised by supervisors, and the whole process will be taped, so the possibility of cheating will be greatly reduced.

4. Speedy. It is a rapid way since it is unnecessary to skip questions (usually in door-to-door interview and intercept interview), mail questionnair, check, input data. Researchers can get the data for each day before the whole project is finished.

5. Cost saving. It is unnecessary for researchers and executers to take a business trip, and it is rapid, so the cost will be reduced as well.

 

Limitations of CATI

1. There should be not too much research content and the survey should not be too complicated. Generally, interview time should not exceed 20 minutes, and the research content should be comprehensible or familiar to most respondents.

2. Respondents may not be able to underdand the question very well or offer the exact answers, since it is not possible to show pictures, directions of the research and other related materials to the respondents, and it is impossible to make detailed explanation to respondents within limited time.

3. It is hard to control respondents' emotion according to his or her characteristics. For example, it is hard to pursuade a respondent who hangs up to continue the interview.