CATI and Telephone Research

What is CATI Telephone Research?

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 working from home, and is used to help interviewers conduct 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 entered directly into a system that stores all responses for later analysis.

Advantages of Telephone Research

The key advantages of CATI telephone interviewing are speed, quality and ease of use – as the respondent is automatically routed through the questionnaire based on their answers – thereby removing the potential for human error. Programming can also sense-check responses to prevent mistakes, and the digital nature of CATI removes the need to transfer 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, allowing researchers to see the results live before fieldwork has been completed.

CATI methodologies also remove the need to transfer data from paper to electronic formats for analysis – saving time and reducing the opportunity for error. More information explaining computer-assisted telephone interviewing can be found at Jobsite, or click here if you are looking for a telephone interviewing job at Vision One

Telephone Research Company Services from Vision One

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.