Here’s All You Need to Know About The CATI Technique Used by Market Research Companies

Market research companies serve as trusted partners for businesses, as they provide valuable insights and data-driven solutions to support strategic decision-making and drive business growth and success. By utilising various market research techniques, including CATI, they enhance the research process by adding an essential dimension. In this blog, we will delve into the world of CATI techniques employed by market research companies, providing you with a comprehensive understanding of this widely utilised methodology.

What is CATI Technique?

CATI (Computer Assisted Telephone Interviews) is a widely used market and business research technique that combines the convenience of telephone interviewing with the benefits of computer-assisted survey administration, enabling researchers to collect data efficiently and accurately. CATI helps market research firms through data collection, survey administration, quality control, time and cost efficiency, data analysis, and sample management. 

Pros of the CATI Technique 

• Reduced Costs and Errors

CATI facilitates direct data entry into the survey database, eliminating the need for additional data processing such as data transition, data entry, and coding. This streamlined process reduces both the costs and errors associated with manual data handling.

• Automatic Routing

Automatic routing is a valuable feature in CATI that enables the efficient and error-free administration of telephonic interviews. This feature allows interviewers to focus on the respondents and their responses without having to think about which questions to ask next.

• Easy Data Accessibility 

CATI integrates technology into traditional telephone interview surveys, providing easy data storage and access. Today, the data is stored in the cloud, allowing easy accessibility from any remote and convenient location.

• Online Synchronisation

Online synchronisation facilitates efficient and secure data transfer from the CATI server to the central server for streamlined data management, real-time monitoring, and timely analysis. Presence across multiple channels allows researchers to sync findings and present a more holistic picture of their research.

Cons of the CATI Technique 

• Obtaining and Changing Responses can be Difficult 

In CATI, interviewers rely on verbal responses provided by respondents over the phone. It can sometimes be challenging to accurately capture and record detailed or complex responses. Further, correcting responses can be difficult, as it may require re-contacting the respondents to confirm their responses. 

• May take Time to Set Up

Implementing CATI requires proper setup, including the installation and configuration of the CATI software, training interviewers, and establishing a system for data management. It can be time-consuming, particularly for large-scale studies or business research companies new to CATI, potentially causing delays in data collection.

• Can be Difficult to Reach Representative Sample

CATI heavily relies on telephone access, which can introduce biases and limitations in reaching a representative sample. Some populations, such as those without access to stable landlines or mobile phones, may be excluded from the survey, leading to potential sample bias and reduced generalizability of findings.

Conclusion 

Reputable market research companies use CATI as it provides valuable and accurate data, helping businesses improve decision-making. Professional researchers at such business research companies supervise the CATI tool and collect, analyse, maintain, and record data taking care of any limitations of the technique. Using CATI, business research companies provide you with accurate and reliable data crucial for business success and growth. When searching for a leading market research company in India, choose a paid market research firm that offers proven expertise in CATI and a comprehensive range of market research offerings.