CATI - Telephone Customer Surveys

Paramarq has made significant investments in Computer Aided Telephone Interviewing ( CATI ) systems.

There are best suited to:

• Gaining access to relatively large numbers of customers
  
• Increasing a response rate by comparison to web based ( CAWI ) interviewing
  
• Markets where there are a large number of relatively small value customers
  
• Survey samples that cover a geographically diverse area.

Paramarq specialise in two different types of telephone survey: Computer Aided Telephone Interviewing (CATI) and Intelligent Telephone Customer Surveys (ITCS)

The benefits of the CATI surveys are

• Standardisation
  
• Rapid collation of specific information
  
• Lower costs by comparison to site visits
  
• Large numbers of interviews can be conducted per day
  
• Rapid collation and statistical analysis of data
  

The disadvantages of a CATI survey are

• It is most appropriate for gathering relatively simple information requiring a short closed response such as Yes/No or a simple quantitative response.
  
• The sample may be biased by gatekeepers and socio-demographic factors such as: class, education and workplace seniority.
  
• The interviewee may not be concentrating on the survey
  
• Qualitative information may be of poor quality
  
• The interviews are quite short
  
• Never-the-less CATI surveys are valuable marketing tool for tasks such as measuring performance against key business indicators (KPIs), changes in perceptions and customer satisfaction surveys

If you would like more information on Paramarq’s CATI Surveys contact us