CATI Services: The Benefits & the Challenges
The web world is witnessing technological development and rapid innovation in the present days. The market research industry is also witnessing several changes in survey procedures and research methodologies that are carried out in CATI services.
The CATI research methodology contributes to being one similar research tool of market research industry that was designed essentially for bringing about change for improvement in the simplification and improvement of the telephonic interview process. In the CATI process of market research, the interviewer asks the candidate questions via phone with guidance from a questionnaire that is displayed on the computer monitor.
The CATI services that are utilized by a business offers several benefits such as listed below.
1. Collecting data of supreme quality
The business organization is capable of collecting supreme quality of data with the use of CATI services. The issues encountered on account inappropriate questioning and misrepresentation can be ruled entirely by the use of CATI process of research.
2. Less time
The system automates the callback time. The interviewer does not require looking at the time. They are capable of conducting the interview in a free manner. The benefits of data getting diverted after insertion enable the interviewer to be absolutely free from tension during the procedure of conduction of interview.
3. Control on varied stages while conducting an interview
The interview procedure is totally automated. It allows the person to conduct the interview. This is possible to real time check the total number of interviews that are conducted, the number of interviews that have not been conducted or dropped.
4. More accurate collection of data
As the entire process of interview is automated in the CATI research procedure, there are reduced chances of clearing compilation or commitment of mistakes. Thus, there are higher chances of an accurate compilation of data owing to automation in the entire process of interview and the consistent display of questionnaire on the screen of the computer.
Challenges of the CATI services
1. The process of CATI market research has its own set of challenges which include:
2. Higher investment since this research procedure is related usually to phone traffic which includes the price of the interviewer, call center.
3. Drafting of questionnaire alongside which makes it free from error on the system.
4. The person who is conducting the interview requires having a good typing speed so that
recording of open-ended comments can be done without any hassles.
5. If the candidate is willing to make changes in the alteration of comments which are presented by her or him in midway while conducting the interview process using the CATI procedure, it becomes difficult for the interviewer to make alterations in the process. On the other hand, changes can be made at ease when paper questionnaires are used.
The CATI services are considered to be useful for those type of interviews that are carried out in extensively large amount and more for similar surveys that are conducted in a repeated manner like the surveys where answers are recorded or prerecorded and it needs an only listing of the same.