What is CATI?
Paul Stallard - Monday June 24th 2019
CATI stands for ‘Computer Assisted Telephone Interviewing’. It is an act of research that relies on an interviewer reading a questionnaire set up on a computer screen, before then inputting the participants answers as they go.
The primary benefit of CATI research is accuracy, as the software will automatically analyse patterns and provide the best possible results for your survey. On top of this however, CATI research programmes will automatically log all responses for use later, meaning there is no need to waste employee time transferring data from paper to digital copies.
CATI research is particularly effective when conducting global research, as respondents who do not have computer access for the survey but do possess a phone can be reached anywhere in the world. Despite this, CATI can in some ways be detrimental to a campaign, as you often have to avoid discussing certain sensitive subjects over the phone, so it can be harder to segment your audience.
At Arlington Research we have extensive experience of conducting global quantitative research via online (CAWI) and telephone (CATI). We are also able to conduct face to face quantitative research. If you would like to speak with one of our director level consultants or would like to discuss a forthcoming project please do not hesitate to get in touch with us.