What is CATI?
CATI (Computer-Assisted Telephone Interviewing) is an interactive computer system that coordinates interviews conducted by human interviewers over the telephone. The answers are immediately entered into the computer system by the interviewer.
The computer system controls question flow and skip patterns among questions by analyzing previous responses in real-time, making the interview more personalized.
The CATI System
Interviewers simultaneously execute the tasks of interviewing, data entry, and simple coding. Data entry is no longer a separate process because the interviewers input the information directly into the system during the interview. Questions are often in multiple-choice format so the interviewer only needs to click on the appropriate answer.
An online survey is a questionnaire that the target audience can complete over the internet. Similar to CATI, companies often use online surveys to gain a greater understanding of their customers’ tastes and opinions.
We have found that online surveys provide several critical advantages over other survey formats. These advantages include:
- Shorter Field Time – Online surveys can be fielded in days and data can be collected immediately.
- Reduced Cost – Online surveys require less time and personnel, so costs are lower. Typically, the data collection phase of phone surveys can cost 4-5 times more than online surveys.
- Reduces the Potential of Interviewer Bias – The survey is presented in exactly the same manner to all respondents
- Less Interruptive – The survey is available 24/7 so participants can respond when it is most convenient for them.
- Better Quality Data – Respondents take the survey at their pace, allowing them to re-read the questions and responses