Top CATI - Computer-Aided Telephone Interviewing Companies

What are CATI - Computer-Aided Telephone Interviewing Companies?

In computer-assisted telephone interviewing (CATI), a trained telephone interviewer follows a programmed script to ask questions of a target market, and CATI systems or CATI software displays the questions and stores the responses. Some CATI systems provide functionality that supports sample management, fieldwork management, quality assurance, and other processes. CATI is a more efficient data collection methodology compared to some alternatives, offers unique opportunities to ensure data quality, and can reach portions of the target market that are not available to other modes of interviewing. CATI can be especially effective in B2B markets where phone numbers may be more available and the target audience may be more willing to answer calls and participate in interviews if they believe it helps to improve their industry.

Advantages of Computer-Assisted Telephone Interviewing (CATI)

• More efficient data collection
• Higher data quality
• Richer data generation
• Broader geography coverage
• Direct engagement through live interviewers

Disadvantages of Computer-Assisted Telephone Interviewing (CATI)

• Can be disruptive to participants
• Limited question types and complexity
• Challenges in contacting potential participants
• Risk of missing certain target segments

How is Data Quality Managed in CATI?

Computer-assisted telephone interviewing (CATI) has some data quality advantages intrinsic to it due to the direct entry of data, the role the interviewer can take, and the more personal nature of phone numbers. Providers of CATI also follow best practices in training interviewers and monitoring field work.

Questions Asked in Computer-Assisted Telephone Interviews (CATI)

Unlike interviews that are self-administered via computer or paper and pencil, CATI has stricter limitations on the types and numbers of questions it can ask due to visualization requirements, question complexity, and overall number of questions. CATI must have fewer questions than other methods, focusing on straightforward, closed-end answer choices plus open-ended topics.