Phone surveys let us speak with respondents without asking them to travel or complete a form online. In CATI—computer-assisted telephone interviewing—the interviewer follows questions displayed on a computer and records answers as the conversation progresses.
A programmed questionnaire supports a consistent question order and helps reduce recording errors. The interviewer can still explain a question or follow a relevant branch based on the respondent’s answer.
Strengths and considerations
- 01
Reach and speed
Telephone interviews can reach people in different locations, including some who do not use online surveys, and gather responses within a short fieldwork period.
- 02
Adaptive conversation
Questionnaire logic can respond to earlier answers while keeping the core interview comparable across participants.
- 03
Response quality
Refusals and unanswered calls can affect representation. We account for this when planning the sample and interpreting the results.
The right method for the audience
Phone surveys work best when the target audience, contact approach and questionnaire length fit the project. When needed, we combine telephone interviewing with other methods for a fuller picture.