What is CATI?
CATI in market research stands for Computer Assisted Telephone Interviewing. CATI means that the interviewer conducting the survey over the phone follows a script on the computer while clicking responses and typing open-ended comments from the respondent into the program. CATI also allows for advanced logic and routing embedded into survey scripts.
Having a survey programmed into CATI allows the telephone interviewer to focus on quality responses and in-depth probing rather than worrying about sequence of questions and responses. As is the case with paper surveys or intercept surveys administered on paper, interviewers need to be well-trained and be aware of skip patterns within a survey. Using CATI eliminates this concern for the interviewer. Skip patterns are built directly into the program so the sequence is 100% correct all the time.
Do I need an official CATI software?
There are specific CATI software programs available for purchase but an easy and quick workaround for a market research firm is to program the script as an online survey. By uploading a link of the online survey to each call center station it allows the interviewer to work on the computer as if it was CATI without having to purchase a CATI package. Many online survey software programs allow for sample upload to track and monitor records through dispositions. So in essence, you will get all the benefits of CATI without paying the price.
Drive Research works with a number of preferred call center vendors to assist our clients with their CATI telephone surveys. Questions about how Drive Research can help your company with its next telephone survey? Contact us at 315-303-2040 or email us at [email protected].