Telephone Interviewing - we hear you
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Polling remains essential to any democracy, but practitioners need to ensure that the views of more voters are accurately represented. This includes finding new ways to reach habitual non- responders and understand their views, developing innovative techniques to address changing communication habits, and finding methods to mitigate the impact of social desirability bias.
CATI (Computer Assisted Telephone Interviewing) is a time-tested approach to conducting surveys by phone. Live phone polling consistently delivers high completion rates on surveys, more accurate and representative data, and can be just as cost-effective as other methods.
Live phone polling, once the gold standard for polling, has dramatically declined in use with just 10% of pollsters now relying on this method. This change has largely been driven by rising costs, low response rates – both of which can be fixed! – and the rise of online polling.
Computer Assisted Telephone Interviewing or CATI is a survey administered by an interviewer over the telephone. The interviewer has the questionnaire on their computer where they can input the responses which can be analysed later.
The Covid-19 crisis has rocked the global economy and shaken many industries. What role does market research play in this volatile business environment across different industries?