October 10, 2022
In quantitative market research, CATI stands for computer-aided telephone interviewing and is used by most modern telephone survey research companies to run telephone surveys.
Today, CATI can be used in a telephone call centre or by telephone interviewers located at home and is used to help interviewers carry out both B2B and consumer telephone survey research. Essentially, CATI is a software/computer-based system that allows the interviewer to read from a computer screen in the same way as from a paper questionnaire. However, it also allows respondents’ responses to be input directly into a system, which holds all responses for analysis later.
The key advantages of CATI telephone interviewing are in both speed, quality and ease of use – as the respondent is automatically routed through the questionnaire based on their answers – removing the potential for human error. Programming can also sense-check responses to ensure mistakes are prevented, and the digital nature of CATI removes the need for transferring data from paper to electronic formats for analysis.
Another advantage of telephone research companies is that the results of each call can be heard and seen in real-time – which means that researchers can see the results live before fieldwork has been completed.
CATI methodologies also remove the need for transferring data from paper to electronic formats for analysis – saving time and again reducing the opportunity for error. More information explaining computer-assisted telephone interviewing is on Wikipedia.
Vision One has its own in-house CATI telephone market research unit, which specialises exclusively in B2B research and Consumer surveys. If you would like to know more or are interested in joining our telephone unit, please contact Alex Brown,
Keep up to date with the latest news from Vision One.
Brand reputation is the public’s perception of a brand, shaped by customer experiences, trust, values, and communication. For marketers, it’s a vital asset that drives loyalty and competitive advantage. Actively measuring and tracking brand reputation identifies risks, strengthens credibility, and ensure long-term growth
The Z test is a statistical method used in research to check if differences between groups or results are real or just due to chance. By comparing data to an expected average, it helps businesses confirm whether findings are meaningful, giving confidence in decisions based on survey results.
