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CATI: What is it & Advantages


What is CATI?

CATI stands for Computer Assisted Telephone Interviewing, which most modern telephone survey research companies use. It is a telephone survey technique that guides an interviewer by a questionnaire provided by a software application or computer-based system.

As a technique, CATI works best when combined with questionnaires that have pre-coded answers and surveys that require a large number of respondents.

Overall, CATI is an effective quantitative Market Research method with many advantages; below are some listed:


Advantages of CATI

  • CATI can help you ensure that every respondent is screened and qualified for the research you are conducting, making the data collected better quality.
  • Using telephone research allows explicitly for opportunities to probe and increase the engagement from your respondents during your survey, as the interviewer will have more control during the interview to guide the answers to get the most out of the respondent.
  • CATI projects tend to spam for more extended periods, which allows for more time for multiple call-backs and scheduling specific appointments, allowing you to optimise your participation rate.
  • The telephone interviewing process is speeded up through CATI because the interviewer will enter the data as it is told to them, reducing the opportunity to make errors and meaning more interviews can occur.


To find out more about how the JEM Sales & Marketing in-house CATI telephone fieldwork unit can help your business, then please call us on 01933 271717 or visit our website here.

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