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What Is Cati In Market Research?

Cati, also known as computer-assisted telephone interviewing, is a market research method used to conduct surveys through phone calls. This method allows researchers to collect data quickly and accurately, while also providing a cost-effective way to reach a large sample of respondents.

Unlike traditional telephone surveys, Cati uses computers to administer the survey questions, reducing the likelihood of human error and increasing the speed of data collection. In this introduction, we will explore the ins and outs of Cati in market research and how it can benefit your research efforts. So, let’s dive in!

Cati stands for Computer-Assisted Telephone Interviewing, which is a market research technique that involves conducting surveys over the phone with the help of computer software. It is an effective way to collect data quickly and accurately from a large sample size. Cati surveys are commonly used in political polling, customer satisfaction research, and market research studies.

What is Cati in Market Research?

What is Cati in Market Research?

Cati, or computer-assisted telephone interviewing, is a method used in market research to gather data through telephone interviews. It involves the use of computer software to conduct surveys over the telephone. The software is designed to automate the process of data collection, making it easier and more efficient for researchers to obtain accurate data. Cati is a popular method used in market research because it allows for real-time data collection and analysis.

How does Cati work?

Cati works by using software to automate the process of data collection. The software is used to create a survey questionnaire that is then loaded onto a computer system. Interviewers use the computer system to conduct the survey over the phone. The software guides the interviewer through the survey, ensuring that all questions are asked in the correct order and all responses are recorded accurately.

Cati allows for real-time data collection, which means that researchers can see the results of the survey as they come in. This allows for quick analysis of the data and can help researchers make decisions about the direction of their research.

Benefits of using Cati in Market Research

There are several benefits to using Cati in market research. One of the biggest benefits is the ability to collect real-time data. This means that researchers can get results quickly and make decisions about their research in a timely manner. Cati also allows for more accurate data collection, as the software is designed to ensure that all questions are asked in the correct order and all responses are recorded accurately.

Another benefit of using Cati is that it is more cost-effective than other methods of data collection, such as face-to-face interviews. Cati eliminates the need for travel and allows for a larger sample size to be surveyed at a lower cost.

vs Other Data Collection Methods

There are several other methods of data collection used in market research, including face-to-face interviews, online surveys, and mail surveys. Each method has its own advantages and disadvantages.

Compared to face-to-face interviews, Cati is more cost-effective and allows for a larger sample size to be surveyed. Face-to-face interviews, however, may provide more in-depth responses as interviewees may be more comfortable discussing sensitive topics in person.

Compared to online surveys, Cati allows for more accurate data collection as interviewers can clarify questions and ensure that all responses are recorded accurately. Online surveys, however, may reach a wider audience and can be completed at the convenience of the interviewee.

Compared to mail surveys, Cati allows for a quicker turnaround time for data collection and analysis. Mail surveys, however, may reach a wider audience as they can be sent to a larger sample size.

Conclusion

Cati is a popular method used in market research due to its efficiency and accuracy. It allows for real-time data collection and analysis, making it easier for researchers to make decisions about their research. Compared to other methods of data collection, Cati is more cost-effective and allows for a larger sample size to be surveyed. However, each method has its own advantages and disadvantages, and researchers should choose the method that best suits their research needs.

Frequently Asked Questions

CATI or Computer Assisted Telephone Interviewing is a popular method in market research. It involves surveying individuals over the phone with the aid of a software program. Here are some frequently asked questions about CATI in market research.

How does CATI work?

CATI involves calling individuals and asking them questions from a pre-designed survey. The interviewers follow a script and enter the respondent’s answers directly into a computer program. The program can perform certain actions like skip patterns and randomization, which can help to make the survey process more efficient and accurate.

The data collected from the survey is then stored in a database and can be analyzed using various tools such as statistical software.

What are the advantages of using CATI?

CATI has several advantages over other methods of data collection. One of the biggest advantages is that it allows researchers to reach a large number of respondents quickly and efficiently. The use of computer software also helps to reduce the likelihood of errors in data entry and analysis.

CATI is also less expensive than other methods such as face-to-face interviews. This makes it an attractive option for researchers who need to collect data from a large number of respondents but have limited resources.

What are the limitations of using CATI?

Despite its advantages, CATI also has some limitations. One of the biggest limitations is that it can be difficult to get a representative sample of the population. This is because not everyone has a telephone or is willing to answer survey questions over the phone.

CATI is also limited in terms of the types of questions that can be asked. It is not suitable for complex questions that require visual aids or demonstrations. Additionally, some respondents may feel uncomfortable answering personal questions over the phone.

How is the quality of the data collected through CATI ensured?

The quality of the data collected through CATI is ensured through several measures. Firstly, the interviewers are trained to follow a script and ask questions in a standardized manner. Secondly, the computer program used for data collection is designed to minimize errors in data entry and analysis.

Finally, the data collected through CATI is often checked for accuracy by conducting follow-up surveys or comparing it with data collected through other methods.

What are some best practices for conducting CATI surveys?

Some best practices for conducting CATI surveys include using a well-designed survey instrument, training interviewers to follow a standardized script, and monitoring the quality of the data collected.

It is also important to ensure that the survey is conducted at a time when respondents are likely to be available and willing to participate. Additionally, it is important to provide respondents with clear instructions and ensure that their privacy and confidentiality are protected throughout the survey process.

Podcast: How important is CATI in market research in 2021


In conclusion, CATI in market research is an essential tool that enables researchers to collect accurate data through phone interviews. It is a cost-effective and time-efficient way of collecting data, especially in large-scale surveys. With the advancement in technology, CATI has become more sophisticated, allowing researchers to manage and analyze data more efficiently.

Furthermore, CATI has proven to be a reliable method of data collection as it eliminates the possibility of interviewer bias. Interviewers are trained to follow a script and ask questions in a specific order, ensuring that all respondents are treated equally. This method of data collection has been widely adopted by market research firms, making it a popular choice for businesses looking to gain insights into their target audience.

Overall, CATI is a valuable tool in market research that has helped businesses and organizations make informed decisions. Its effectiveness in data collection has made it one of the most popular methods of research, and it will continue to play a significant role in the industry in the years to come.

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