Marketing Research on Cati

Computer-assisted Telephone Interviewing- (CATI)
Advances in computer technology allow responses to telephone interview to be entered directly into a computer in a process known as computer assisted telephone interviewing (CATI). Telephone interviews are seated at computer terminals a monitor displays the questionnaire, one question at a time along with pre-coded possible responses to, each question. The interviewer reads each question as it shown on the screen. When the respondent answers, the interviewer enters the response into the computer, and it is automatically stored in the computer’s memory when the computer displays the next question on the screen. A computer assisted telephone interviewing requires that answers to the questions be highly structured. A lot of computer programming facilitates telephone interviewing (Malhotra, 2010). 
Advantages of CATI:

  * Computer eliminates human interviewer error
  * Simultaneous data input to computer file
  * Good quality control
  * The interviewer is left free to concentrate on the interview itself as the routing instructions are taken care of
  * Data is entered directly and the subsequent transactions of data processing are eliminated - cost and punching errors are reduced
  * The whole process is speeded up because data is entered as it is obtained
  * At intervals during the survey, the researcher can interrogate the computer to examine the results
  * An analysis of results can be obtained immediately after the last interview has been completed.
  * Reduced Interviewer Bias
  * Responses can be directly entered into computer file to reduce error and cost.

Disadvantages of (CATI):

  * Setup costs can be high
  * Getting a questionnaire set up and running, fault free, on a CATI system takes time.
  * Coping with open ended responses presents some problems on CATI because, although the systems can accommodate open ended comment, capturing them requires interviewers to have good...