The live or digital interviewer - a comparison between CASI, CAPI and CATI with respect to differences in response behaviour

Fred Bronner and Ton Kuijlen

One of the core activities of market research is the collection of data by interviewing. Three developments have strongly influenced this activity: decreasing response rates, higher interviewing costs, and the growing awareness that the respondent needs to be treated like a ‘real’ customer.
  

The live or digital interviewer – a comparison between CASI, CAPI and CATI with respect to differences in response behaviour

Fred BronnerUniversity of Amsterdam

Ton KuijlenTilburg University

INTRODUCTION: DEVELOPMENTS THAT INFLUENCE DATA COLLECTION

One of the core activities in market research is the collection of data by interviewing. Respondents are asked questions, answers are given and these answers are noted. And although there is a tendency to give less weight to data collection as compared to data analysis (Morton-Williams 1993), appropriate data collection is undoubtedly the basis of every analysis. Looking back, three factors have strongly...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands