Exploring fieldwork effects in a mobile CATI survey

Paula Vicente

Instituto Universitário de Lisboa, Portugal

Introduction

The 1970s saw the development and widespread adoption of telephone surveys in the United States and subsequently in Europe and elsewhere. Later, the technology of computer-assisted interviewing greatly enhanced the ability to conduct computer-assisted telephone interview (CATI) surveys by enabling researchers to improve the quality of responses and implement methods of call scheduling so that interviews became more cost-efficient and fieldwork was completed more quickly (Couper 2011). More recently, the spread and increased use of mobile communications technology has captured market researchers’ interest and triggered a growing trend towards mobile phone surveys in studies designed to be representative of the general population, either supplementing or even replacing fixed CATI surveys. This change is clearly visible in the United States where about half of all CATI surveys use mobile phones (Roberts 2015).