Quantitative method
Telephone interview (CATI)
Computer Assisted Telephone Interviewing (CATI) is a classic analysis discipline.
This is done by trained interviewers calling respondents in a specific target group and conducting the quantitative interviews over the phone. Responses are entered directly into a pre-set online questionnaire.
Interviewers are also tasked with getting past various gatekeepers. For example, this may involve contacting employees with specific functions in a company or organisation.
Pros and cons?
- The advantage of the telephone interview is that the interviewer has great control over the situation in which the interview takes place. This means that the interviewer can make sure that the respondent understands the questions and takes the necessary time to answer the questions. It is also often the best way to conduct quantitative interviews with narrow and difficult target groups (e.g. BTB). This is because you can better ensure that the right person is answering. Often you will also get a higher response rate than unsolicited online or postal interviews.
- Disadvantages of phone interviews are that data collection typically takes longer than, for example, in the internet interview and that the price is higher. A lot of resources are typically required in terms of interviewer hours. It is also not possible to test visuals such as images or film, for example.