CATI: Tehnica de intervievare telefonica
CATI: Telephone Interviewing Technique

Summary/Abstract: The article aims at underlining the valuable potenţial ofthe computer-assisted tele-phone interviewing as a marketing research technique. Representing only 5% ofthe total mar-ket research turnover in România, in the year 2001, the ad hoc quantitative telephone inter-viewing has a significant development potenţial in România based on the evolution ofthe IT and mobile communication technologies. The telephone and personal interviews are compared. The specific advantages ofthe CATI technique are analyzed, as well as the main drawbacks. The evolution in the field of CATI software is illustrated by means of a short example — the WmCati solution that is running in Windows and provides functionalities in line with the best practices in marketing research. Thepossible improvements of CATI are reflected by the expe-rience of IPSOS-ASI and Booth Research, two cases ofresearch organizations that have applied the SPSS solutions for the enhancement of CATI productivity and ejficiency. The article also focuses on several examples of regulations that are applied to telephone interviews. Specifically, these regulations are the ICC/ESOMAR International Code of Marketing and Social Research Practice, the MRS Code of Conduct and the MRS Code of Practice for Automated Dialling Equipment. While the pessimists will declare that the evolution ofthe Web will lead to the end of CATI, the optimists will support the idea ofthe combined application of CATI and Web survey techniques.

• Details
• Contents