Market Survey

Modes of Conducting A Survey

Computer Assisted Telephone Interviewing (CATI’s)

  • CATI’s are interviews carried out by telephone and guided by a questionnaire displayed on the computer screen. The digital questionnaire acts like a guideline for the interviewer and the chronology of questions is pre decided. The interviewer cannot hamper the sequence of questions and cannot change any part of the questionnaire. The interviewers responsibility is to follow the questionnaire and to explain the question to the respondents to gather appropriate insights.
  • Responses are directly recorded and stored in the system which reduces the risk of losing data. The interviewer can also capture the responses by using the keyboard along with the pre-coded responses. The captured responses can be immediately analyzed after the interview.
  • Advantages of CATI’s:
    • Efficient: Interviewer does not have to worry about routing which ensures efficiency
    • Higher Accuracy: The answers are recorded directly and therefore punching error are reduced.
    • Speedy and Cost Saving: The responses are recorded automatically and conveyance cost is saved.

Face to Face Interview


  • Face to face interviews are conducted by meeting the respondents and capturing their responses. The interviewer reads the questions to the respondent and captures their response.
  • Two techniques are followed in order to conduct Face to Face interviews:
    • Pen and Paper Interview (PAPI): The interviewers reads the question from a printed questionnaire and capture the responses by manually filling the printed questionnaire.
    • Computer Assisted Personal Interview (CAPI): Questions are read by the interviewer from the digital questionnaire and the responses are entered by the interviewer directly on the tablet. This enables automatic filtering of questions as questions changes according to the previous response of the respondent and irrelevant questions are avoided.
  • Face to Face interviews are video/audio recorded to ensure data credibility and to avoid data loose. Interviewers are assisted with translators if required.
  • Advantages of Face to Face Interviews:
    • High Response Rate: People are more likely to readily answer live questions.
    • Tolerable Longer Interviews: Open ended questions which usually have longer answers can be efficiently answered in Face to Face interviews.
    • Better Observation of Behaviour: Face to Face interviews enable researchers to observe the attitude and behavior of the respondents toward a product.