Computer-assisted telephone interviewing (CATI) is by far the most popular methodology for collecting data used in marketing research today. This is because telephone surveys have a high response rate and are particularly helpful when a company needs to screen potential respondents to get to the most appropriate person to answer their questions.

With CATI research, a survey is developed, tested, and then programmed into an interactive computer-based script. CATI begins with a computer randomly dialing phone numbers from the established sample. After a respondent is reached, a live interviewer conducts the interview by reading verbatim from the programmed survey script. If the correct person is not available, the interviewer may schedule a callback for a specific time in the future. The data set will contain not only answers to each question, but also a complete log of what happened with each sample record.

CATI is the best data collection method when:

• Surveys are transaction-based, and thus time-sensitive. Typically, if asking questions regarding a specific experience or representative involved in a specific experience, the telephone survey should be completed within four weeks of the transaction/experience.
• There is a need to screen for the appropriate participants. For example, finding the person who had direct contact with a Service Department. Here the interviewer will ask for the person listed in the sample file. Once that individual is on the phone, the interviewer asks if he/she had direct contact with the Service Department. If so, the interview continues. If not, the interviewer asks to speak with the person who did.
• The sample does not contain the respondent’s name. For instance, if there is a business name and number for business policies, but no contact name. In this case, the interviewer can explain whom he/she is trying to reach.
• There are multiple versions of the survey. For example, there are differences in which questions are asked of whom and/or the survey is being fielded for multiple brands or product types. In this case, the script can read directly from the sample file and pipe in different text depending on the respondent’s brand or type. It can also skip over questions that are not applicable.
• The telephone survey requires extensive quota cell management. For example, you may want to get a specific number of completes for each brand. Then within those brands, you may want a certain percentage
  Perceptions
  How was your latest car wash experience?Did you take your car to a do-it-yourself car wash where you could ensure that every spot that needed to be cleaned was clean?Did you approach the car wash cautiously, checking your windows 2 and 3 times to ensure that they were firmly secure so that no water could come inside? Then carefully ease your car up to the marked line and then wait - feeling powers beyond your control begin to move your car forward and then feel trapped inside when the thunderous rush of water, soap and brushes hit your car from all directions? Or did you cheerfully approach the car wash, deposit your coins and gently guide your car into the tracks calmly and serenely.Did you wonder if you were going to get stuck in the middle and be unable to get out? Did you wonder if the machinery would break down? Did you wonder if your windows Or did y
  ds to screen potential respondents to get to the most appropriate person to answer their questions.

  With CATI research, a survey is developed, tested, and then programmed into an interactive computer-based script. CATI begins with a computer randomly dialing phone numbers from the established sample. After a respondent is reached, a live interviewer conducts the interview by reading verbatim from the programmed survey script. If the correct person is not available, the interviewer may schedule a callback for a specific time in the future. The data set will contain not only answers to each question, but also a complete log of what happened with each sample record.

  CATI is the best data collection method when:

  • Surveys are transaction-based, and thus time-sensitive. Typically, if asking questions regarding a specific experience or representative involved in a specific experience, the telephone survey should be completed within four weeks of the transaction/experience.
  • There is a need to screen for the appropriate participants. For example, finding the person who had direct contact with a Service Department. Here the interviewer will ask for the person listed in the sample file. Once that individual is on the phone, the interviewer asks if he/she had direct contact with the Service Department. If so, the interview continues. If not, the interviewer asks to speak with the person who did.
  • The sample does not contain the respondent’s name. For instance, if there is a business name and number for business policies, but no contact name. In this case, the interviewer can explain whom he/she is trying to reach.
  • There are multiple versions of the survey. For example, there are differences in which questions are asked of whom and/or the survey is being fielded for multiple brands or product types. In this case, the script can read directly from the sample file and pipe in different text depending on the respondent’s brand or type. It can also skip over questions that are not applicable.
  • The telephone survey requires extensive quota cell management. For example, you may want to get a specific number of completes for each brand. Then within those brands, you may want a certain percentag
    Sports Recruiting
    Sports recruiting deals a lot with college sports camps, scholarships relocations, and professional level playing in a particular sport. Sports recruiter personnel and agencies have dedicated, secure, and easy to access homepages that make available sufficient information on academic and athletic requirements and scholarships. These web sites also offer promotional management to athletes, teams and sports organizations. Some sports recruiting web sites are comprised of testimonials, a description of the service, and FAQs.There are sports recruiting agencies that provide resume services to high school athletes who want to submit applications for athletic college scholarships. Many sports recruiting websites and agencies provide model profiles, message forums, and recommendations from athletes and coaches. Several sports recruiting agencies also offer online regist
    in not only answers to each question, but also a complete log of what happened with each sample record.

    CATI is the best data collection method when:

    • Surveys are transaction-based, and thus time-sensitive. Typically, if asking questions regarding a specific experience or representative involved in a specific experience, the telephone survey should be completed within four weeks of the transaction/experience.
    • There is a need to screen for the appropriate participants. For example, finding the person who had direct contact with a Service Department. Here the interviewer will ask for the person listed in the sample file. Once that individual is on the phone, the interviewer asks if he/she had direct contact with the Service Department. If so, the interview continues. If not, the interviewer asks to speak with the person who did.
    • The sample does not contain the respondent’s name. For instance, if there is a business name and number for business policies, but no contact name. In this case, the interviewer can explain whom he/she is trying to reach.
    • There are multiple versions of the survey. For example, there are differences in which questions are asked of whom and/or the survey is being fielded for multiple brands or product types. In this case, the script can read directly from the sample file and pipe in different text depending on the respondent’s brand or type. It can also skip over questions that are not applicable.
    • The telephone survey requires extensive quota cell management. For example, you may want to get a specific number of completes for each brand. Then within those brands, you may want a certain percentag
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      epartment. Here the interviewer will ask for the person listed in the sample file. Once that individual is on the phone, the interviewer asks if he/she had direct contact with the Service Department. If so, the interview continues. If not, the interviewer asks to speak with the person who did.
    • The sample does not contain the respondent’s name. For instance, if there is a business name and number for business policies, but no contact name. In this case, the interviewer can explain whom he/she is trying to reach.
    • There are multiple versions of the survey. For example, there are differences in which questions are asked of whom and/or the survey is being fielded for multiple brands or product types. In this case, the script can read directly from the sample file and pipe in different text depending on the respondent’s brand or type. It can also skip over questions that are not applicable.
    • The telephone survey requires extensive quota cell management. For example, you may want to get a specific number of completes for each brand. Then within those brands, you may want a certain percentag
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      ons of the survey. For example, there are differences in which questions are asked of whom and/or the survey is being fielded for multiple brands or product types. In this case, the script can read directly from the sample file and pipe in different text depending on the respondent’s brand or type. It can also skip over questions that are not applicable.
    • The telephone survey requires extensive quota cell management. For example, you may want to get a specific number of completes for each brand. Then within those brands, you may want a certain percentage to be for B2C policies and another for B2B policies.
    • The survey requires extensive explanation or clarification. For example, a respondent may need clarification regarding some of the industry terms used in the telephone survey.
    • The survey contains follow-up or probing open-ended questions. For example, the respondent may say that they were very dissatisfied with their overall service experience. In this case, the next question may be to probe for specifics (e.g. “Why specifically did you say you were very dissatisfied with your service experience?”) Often, the initial answer is fairly vague (e.g., because the service wasn’t good). The interviewer, however, will probe to get specifics that are actionable within your organization.
    • You have accurate phone numbers for the majority of the intended respondents. (Remember that, by law, cell phone numbers cannot be used.)
    • You do not have enough sample for IVR and/or mail. Since the response rate is higher for CATI, it will take a less usable sample to achieve the desired number of completes.
    • The targeted respondents are busy people. CATI can record scheduled callback times, allowing the interviewer to call the respondent back at a time/number convenient for them.
    • The subject of the survey is not too sensitive or controversial. Respondents may be unwilling to discuss sensitive topics with the interviewer. (Mail is the best data collection method for sensitive topics).
    Once you have determined CATI is the best methodology for your next project, selecting a qualified marketing research firm is the next important decision. Consider these 10 critical questions when searching for a qualified marketing research firm to conduct CATI research for your organization:
    1. Do you use the latest CATI software? (The most up-to-date software will include predictive dialing and automated call distributor capabilities.)
    2. Does the phone facility have sufficient flexibility and capacity? (This ensures the facility can handle multiple projects simultaneously.)
    3. Can phone stations be assigned for either outbound or inbound calls? (This allows busy professionals to return a call at their convenience,