Computer Assisted Telephone Interviewing (CATI) refers to interviews in which a computer is used to collect data from a respondent over the phone. The computer is used to record responses and store them in a database for later analysis. CATI is often used in market research, opinion polls, and surveys.

Computer-assisted telephone interviewing

“ACTI” redirects here. not to be confused with First act.
Telephone survey technique that includes assistance via a software application
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Computer-assisted telephone interview (CATI) it is a Telephone topography technique in which the interviewer follows a script provided by a software application. It is a structured system of microdata telephone collection that streamlines the collection and editing of microdata and also allows the interviewer to educate respondents on the importance of timely and accurate data. The software is capable of customizing the flow of the questionnaire based on the responses provided, as well as information already known to the participant. It is used in B2B services and corporate sales.

CATI can work as follows:

  • A computerized questionnaire is administered to respondents over the telephone.
  • The interviewer sits in front of a computer screen.
  • On command, the computer dials the telephone number to be called.
  • When contact is made, the interviewer reads the questions asked on the computer screen and records the interviewee’s responses directly into the computer.
  • Interim and updated reports can be instantly compiled as data is collected.
  • The CATI software has built-in logic, which also increases data accuracy.
  • The program will customize questions and handle logically incorrect answers, such as percentage answers that don’t add up to 100%.
  • The software has built-in branching logic, which will skip questions that are not applicable or investigate further details when necessary.
  • Autodialers are usually deployed to decrease interviewer waiting time as well as to record the interview for quality purposes.

Automated computer phone interview

Computer Automated Telephone Interviewing (ACTI) is a technique whereby a computer with speaker-independent voice recognition capabilities asks respondents a series of questions, recognizes and stores the responses, and is able to follow script logic and branch intelligently according to the flow of the questionnaire based on the answers provided, as well as known information about the participant. This technique is also known as interactive voice response (IVR).

See too

References

  • Marketing research. School of Business and Accounting, Ngee Ann Polytechnic. Jonas Lee. Pearson.


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