Computer-Assisted Telephone Interviewing & CATI Facility

CATI systems have been used by major opinion research institutes for many years. In empirical social research, computer-assisted telephone interviews are now a recognised method for collecting data cost-effectively and efficiently. Telephone interviews are entered into a computer using specialised software and can be exported immediately as a statistical dataset (e.g. SPSS or Excel). The advantages over conventional survey methods are clear:

• High efficiency and cost savings compared to traditional survey methods.
• There is no need to visit respondents in person.
• In addition to eliminating paper and printing costs, the cumbersome and error-prone data transfer from paper questionnaires is also avoided.
• Rapid data collection enables the realisation of large samples whilst maintaining high response rates.
• Through constant supervision of the interviews, the highest possible data quality can also be guaranteed.

Without the constant analysis of social processes, whether in politics, business or academia, far-reaching decisions can no longer be made. Surveys are therefore an important tool for investigating social processes. This applies to market and opinion research, social research, as well as employee and customer surveys. In recent years, the telephone interview has become the most frequently used survey method (44% according to ADM). Telephone-based data collection is therefore a key skill in the social sciences. In addition to its role for research, the CATI Facility's central task is to impart practical data collection skills through seminars, exercises and projects. Following a series of successful practical applications, the Institute of Sociology already has an experienced team of interviewers, enabling it to undertake external research commissions as well.

The CATI Facility at the Institute of Sociology at FSU Jena has twenty interviewer stations and one supervisor station. Each workstation is equipped with a PC and a telephone with a headset. The programmed questionnaire is presented on the interviewer’s screen via a standardised template. The pre-defined input format ensures a low error rate. In addition, a clear filtering system ensures that the questions are presented in the correct sequence.

The KeyingressExternal link software package is used as the CATI software. The questionnaire and samples are set up at the supervisor station, and quotas, timelines and disposition codes are defined. The programme allows for continuous monitoring of the sample. In addition to the number of interviews already conducted and the refusal rate, interviewer productivity can also be monitored. The software assigns individual telephone numbers to each interviewer and organises the respondents’ data records accordingly. The program also monitors and coordinates appointment arrangements between respondents and interviewers.