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CATI – Computer Assisted Telephone Interview

What is CATI – Computer Assisted Telephone Interview?

A CATI – Computer Assisted Telephone Interview is a telephone interviewing technique in which the interviewer follows a script provided by a software application. It is a structured system of microdata collection over the telephone that speeds up the collection and processing and allows the interviewer to educate respondents on the importance of timely and accurate data. The software is able to customize the flow of the questionnaire based on the answers given as well as the information already known about the respondent. It is used in B2B services and corporate sales.

How does a CATI work ?

The following are ways in which a CATI can be conducted:

  • Respondents are given a computerized questionnaire over the phone.
  • The interviewer sits in front of a computer screen.
  • When contacted, the interviewer reads the questions asked on the computer screen and records the respondent’s answers directly into the computer.
  • The program personalizes questions and checks for logically incorrect answers.
  • The software has built-in skip logic that skips questions that do not apply or asks for more details if needed.
  • Automatic dialers are usually used to reduce the waiting time for the interviewer and to record the interview for quality assurance reasons.

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