CATI is a research technique that uses a computer to guide telephonic survey research. The interviewer makes a call to the respondent and conducts the entire study over the phone.
We use this methodology when the objectives of the studies can be realized by receiving short comments and it is used when the client does not have enough time to receive the final report. This method is very fast and can provide quality data to the research team in the shortest possible time. It will be used in researches where the target group of the research is not specific experts from an industry. If you need to conduct a survey of a certain group of experts, it is better to conduct a face-to-face interview.
Considering the lack of field activity in this method, it can be said that this method is less expensive than CAPI methodology. Despite all this, it can be said that this method has significant advantages:
The primary advantage of CATI research is that the there is accuracy in the data collection.
CATI research data is automatically stored in the system. This way it saves time in transferring data from paper to digital copies. This helps to reduce cost and errors.
For conducting global research, CATI is very useful as participants can be reached through phone anywhere in the world.
CATI research removes the potential for human error.
The interviewing process is much quicker because data is entered as it is obtained
The responses of each call can be viewed in real time. This is of great help in terms of project management.
This method minimizes the error because the conducted interviews will be recorded 100% and then they will be logically checked.
We use this method when study needs short answers from questionnaire for instance in some solutions such as market needs, market share, usage habit and attitude, brand awareness, brand loyalty, NPS, Brand position, customer satisfaction, brand position, brand health, brand image, brand name and logo, Detached customers, potential customers, customer loyalty, distribution channels, retail audit, mystery Shopping and so on.