Market research is always an integral part of every business and its existence. Getting the updated data on board and staying on top is the ultimate aim of every service provider, for that matter! Without data, businesses are nothing!
Let us explore how market research methodologies are helping us refine and fine-tune the data through various modes and help us improve in delivering the best.
We will see the major 3 research methodologies in detail:
- Computer Assisted
Computer Assisted Personal Interviewing (CAPI): The Basics and how it helps
It is considered a powerful tool for survey research methods. However, there are occasions when telephonic interviews and surveying might not be fair enough to convey the information. That‘s why businesses rely on the CAPI method, wherein face-to-face interviews can be used for surveying purposes. With this, you no longer need to rely on the old and traditional method of telephonic or an Internet connection.
How does CAPI work?
CAPI methodology is also referred to as face-to-face interviews. Here, the interviewer conducts the interview process based on the pre-set questionnaire and records the responses on a tablet or a mobile phone. This is mostly preferred in shopping malls or other public forums where there can be better engagement with the users.
Why would you prefer CAPI?
- No need for internet connectivity.
- Accessible for all.
- Easy follow-ups for responses.
- Low proximity to errors.
What are the disadvantages?
- Demands the well versed and trained interviewers for the process.
- It may incur more time and cost as it requires more onsite surveys.
Computer Assisted Telephone Interviewing (CATI)
It is the so-called voice call method of interviewing where interviewers will be available in the centralized center from where they make calls and record the responses. The whole surveying process is dependent on a valid telephone or mobile number. However, the accessibility and network issues are some of the major challenges while conducting the CATI research.
Let’s take a simple scenario here!
Imagine you have purchased a new car recently. Obviously, you start receiving calls asking you about your feedback and experience using the car and its features.
Where and how does this survey happen?
This is a simple example of the CATI survey method where the feedback call is received on your phone number, which you had used to purchase the vehicle. Further, the interviewer will ask you a set of pre-built questions, and your response will be recorded, which will be entered in the system, and recorded. Here, the interviewer will be among the few people doing the same job sitting in a common place.
Why would you prefer CATI?
- Helps you to ease out the follow-up process for getting responses.
- Data security and storage are efficient via CATI software.
- Consider the user’s convenient time and schedule the call.
- More personalized approach.
- Get some qualitative feedback.
- Better response rates are assured with it.
What are the disadvantages of CATI surveys?
- Again, here also, there is a requirement for highly trained interviewers.
- Accessibility to rural areas with no contact numbers will be a problem.
- With telephonic interviews for surveys, you cannot expect 100% loyal answers every time.
- It may incur a higher cost, depending on the demand.
Computer Assisted Web Interviewing (CAWI)
Well known as online surveys or online interviews, this is one of the advanced methods of surveying where it will be administered through a web browser or even a mobile application. The whole process is set up first, and the link is shared with the users. Then, the responses will be collected and used for data-driven decisions. The best thing is to include both open-ended and closed survey questions, irrespective of it. However, please note that you may not end up with a qualitative response every time.
How do CAWI surveys work?
As the name suggests, it is purely web-based and is completely reliant on the Internet connection. The interviewer can conduct it live or send the survey form via email, whatsapp or sms or any other mode and get the responses. It also works based on the pre-set questionnaire distributed via the survey forms.
How would you benefit?
- Fewer implementation costs because you conduct it online.
- Address a large volume of data at once and at high speed.
- You do not need many advanced interviewers, unlike CAPI and CATI.
- Simple and easy to set up and administer.
What are the disadvantages?
- High literacy is required to work on web browsers.
- If you need good responses, then the survey length should be comparatively less.
Which one is better to choose among CAI, CATI and CAWI?
Every research methodology mentioned in this blog has its advantages and cons. In fact, it depends upon your business requirement. Like, if we wish for the representative kind of surveys where you have a dedicated interviewer to get feedback and record it adequately in records for future references, you can switch between CAPI and CATI surveys., But if you are looking for quick responses at a lesser cost, all you have to do is rely on CAWI with a short and crisp survey that needs to be distributed.
Whatever be the choice, at ProGlobalBusinessSolutions (PGBS), we have trained experts to conduct efficient CATI market research for you in the best methods you prefer and depending on the business needs. We stand out with our unique approach among other market research companies. Through this blog, we intend to spread awareness among these major research methodologies, which are of great use for your business, however big or small it is.
Excited to know more?