The way ahead. Multimedia CAPI in the field

The introduction of multimedia CAPI is set to revolutionise market research industry. This paper demonstrates some of the many benefits of this new technology that can be applied to clients' research problems and draws on results we have already collected for Abbey National.

The way ahead. Multimedia CAPI in the field

Gerry Hahlo andHelen Lythgoe BMRB International, United Kingdom

CHANGE IN DATA COLLECTION METHODS

It is hard for us to believe now that only five years ago interviewers recorded responses on paper questionnaires which were mailed back to head office. 1993 saw the introduction of CAPI (Computer Assisted Personal Interviewing). Electronic questionnaires are constructed on computer by executives at head office, then e-mailed via modem to interviewers' homes throughout Britain and completed interviews are returned to us by e-mail at the end of each day's work.

The advantages of CAPI...

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