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What Is Capi In Market Research?

Market research is an essential tool that helps companies to understand their target market better. It allows businesses to make informed decisions by providing valuable insights into consumer behavior. However, to conduct effective market research, one must have a clear understanding of the different terms and techniques used in the industry.

One such term is CAPI, which stands for Computer-Assisted Personal Interviewing. In this article, we will explore what CAPI is, how it works, and its benefits in market research. So, whether you are a business owner, marketer, or researcher, read on to learn more about this powerful research tool.

Capi in market research stands for computer-assisted personal interviewing. It is a method of conducting surveys or collecting data in which the interviewer uses a computer or tablet to record the responses of the respondent. Capi has a number of advantages over traditional methods, including increased accuracy, faster data processing and better quality control.

What is Capi in Market Research?

Understanding CAPI in Market Research

In today’s data-driven world, market research plays a crucial role in helping businesses make informed decisions. One of the most popular methods of conducting market research is through Computer-Assisted Personal Interviewing (CAPI), which has become increasingly popular in recent years. In this article, we will explore what CAPI is, how it works, and why it’s a valuable tool for market research.

What is CAPI?

CAPI is a survey method that utilizes electronic devices, such as tablets or laptops, to administer questionnaires to respondents. Unlike traditional paper surveys, CAPI allows interviewers to input responses directly into the electronic device, which automatically stores and processes the data. This method is ideal for large-scale surveys that require quick and accurate data collection.

CAPI surveys can be conducted in different formats, including face-to-face interviews, telephone interviews, or self-administered surveys. The survey questions can be programmed into the device, and the interviewer can follow a pre-determined script to guide the respondent through the survey.

The benefits of CAPI surveys

– Improved accuracy: CAPI surveys eliminate the possibility of errors due to data entry, as responses are recorded directly into the device.

– Faster data collection: CAPI surveys speed up the data collection process, as responses are recorded and processed in real-time.

– Customizable surveys: CAPI surveys can be programmed to skip certain questions based on the respondent’s answers, making the surveys more efficient.

CAPI vs. Paper Surveys

While traditional paper surveys are still used, CAPI has several advantages over paper surveys:

– Faster data collection: CAPI surveys speed up the data collection process, as responses are recorded and processed in real-time.

– Improved accuracy: CAPI surveys eliminate the possibility of errors due to data entry. Paper surveys can be prone to errors due to handwriting and data entry mistakes.

– Cost-effective: While there is an initial investment in electronic devices, CAPI surveys can save money in the long run by reducing the need for manual data entry and processing.

How does CAPI work?

CAPI surveys are conducted using electronic devices, such as tablets or laptops. The interviewer follows a pre-determined script and enters the respondent’s answers into the device. The device then stores and processes the data, allowing for real-time analysis.

CAPI surveys can be customized to skip certain questions based on the respondent’s answers, allowing for more efficient surveys. The data collected can be exported to various formats for further analysis, such as Excel or SPSS.

Advantages of CAPI surveys compared to CATI and CAWI

– Greater control: CAPI surveys allow for greater control over the survey process compared to Computer-Assisted Telephone Interviewing (CATI) and Computer-Assisted Web Interviewing (CAWI).

– Better data quality: CAPI surveys offer higher quality data compared to CATI and CAWI, as the interviewer can clarify any unclear responses in real-time.

– More engaging surveys: CAPI surveys can include multimedia elements, such as images or videos, making the surveys more engaging for respondents.

Limitations of CAPI surveys

– Technical issues: CAPI surveys require electronic devices, which can be susceptible to technical issues, such as battery life or connectivity issues.

– Limited access: CAPI surveys require interviewers to have access to electronic devices, which may not always be feasible in certain areas.


CAPI surveys have become a popular method of conducting market research due to their speed, accuracy, and cost-effectiveness. They offer several advantages over traditional paper surveys, including faster data collection and improved accuracy. While CAPI surveys may have some limitations, they offer a valuable tool for businesses looking to make informed decisions based on reliable data.

Frequently Asked Questions

Here are some common questions and answers about Capi in market research:

What is Capi and how does it work in market research?

Capi stands for “computer-assisted personal interviewing.” It is a method of data collection in which a survey is conducted on a computer or tablet device by an interviewer in person. The interviewer reads the questions and enters the respondent’s answers directly into the device. The data is then automatically stored and can be analyzed later.

Capi is useful for collecting large amounts of data quickly and efficiently, and allows for more complex surveys with branching questions and skip patterns. It also eliminates the need for manual data entry and reduces the risk of errors.

What are the advantages of using Capi in market research?

Using Capi in market research has several advantages. It allows for faster data collection and processing, as well as more accurate data due to the elimination of manual data entry. Capi also allows for more complex survey designs, such as skip patterns and branching questions.

Additionally, Capi can be used in a variety of settings, including face-to-face interviews, telephone surveys, and online surveys. This flexibility makes it a versatile tool for market researchers.

What are some potential drawbacks of using Capi in market research?

While Capi has many advantages, there are also some potential drawbacks to consider. One challenge is ensuring that the interviewers are properly trained and following the survey script consistently. This can impact the quality of the data collected.

Another potential issue is the cost of implementing Capi technology, which can be higher than other data collection methods. Additionally, Capi may not be suitable for all types of surveys or respondents, such as those who are uncomfortable with technology or have visual impairments.

How can I ensure the quality of data collected through Capi?

To ensure the quality of data collected through Capi, it is important to provide proper training to the interviewers. This includes training on the survey script and on how to use the Capi technology.

It is also important to monitor the data as it is collected to identify any issues or inconsistencies. This can be done through real-time data checking or through data cleaning and validation after the survey is completed.

What are some examples of market research studies that use Capi?

Capi can be used in a variety of market research studies, including customer satisfaction surveys, product testing, and brand awareness studies. It is particularly useful for studies that require in-person interviews, such as exit surveys in retail settings or intercept surveys in public spaces.

Capi can also be used for telephone surveys or online surveys, depending on the needs of the study. Some examples of companies that use Capi in their market research include Nielsen, Ipsos, and Kantar.


In conclusion, Capi in market research is a highly effective method of data collection, enabling researchers to gather accurate and reliable information from a wide range of sources. By using computer-assisted interviewing techniques, researchers can ensure that their surveys are structured, consistent, and easy to administer, while also minimizing the risk of errors and bias.

Furthermore, Capi allows for real-time data capture, enabling researchers to analyze results quickly and make informed decisions based on the insights gained. This can be particularly useful in fast-paced industries where rapid decision-making is critical to success.

Overall, Capi is an essential tool for market researchers looking to gain valuable insights into consumer behavior and preferences. By leveraging the power of technology, researchers can collect and analyze data more efficiently and effectively than ever before, helping businesses to stay ahead of the competition and make smarter, data-driven decisions.

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