ComputerAssisted Telephone Interviewing CATI Advances in computer technology

* Computer-Assisted Telephone Interviewing (CATI)

ØAdvances in computer technology and lower Computer prices have enabled professional survey research organizations to install computer-assisted telephone interviewing (C ATI) systems CATI: the interviewer sits in front of a computer terminal (screen and keyboard) and manually makes calls or has the computer automatically call. Wearing a headset and microphone, the interviewer reads the questions from a computer screen for the specific respondent who is called, then enters the answer via the keyboard. Once he or she enters an answer, the computer shows the next question on the screen.

Computer-assisted telephone interviewing ØSpeeds interviewing and reduces interviewer errors. ØEliminates the separate step of entering information into a computer and speeds data processing. ØRequires an investment in computer equipment and knowledge of computers. ØValuable for contingency questions because the computer can show the questions appropriate for a specific respondent; interviewers do not have to turn pages looking for the next question.

Computer-assisted telephone interviewing ØThe computer can check an answer immediately after the interviewer enters it. (For example, if an interviewer enters an answer that is impossible or clearly an error (e. g. , an H instead of an M for "Male"), the computer will beep and sent message requesting another answer). Several companies have developed software programs for personal computers that help researchers develop questionnaires and analyze survey data. They provide guides for writing questions, recording responses, analyzing data, and producing reports.

The programs may speed the more mechanical aspects of survey research - such as typing questionnaires, organizing layout, and recording responses - but they cannot substitute for a good understanding of the survey method or an appreciation of its limitations. The researcher must still qclearly conceptualize variables qprepare well-worded questions qdesign the sequence and forms of questions and responses qpilot-test questionnaires. Communicating unambiguously with respondents and eliciting credible responses remain the most important parts of survey research.