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CATI System

Computer Assisted Telephone Interview (CATI) is a rising quantitative research method beginning from the U.S. in 1970s. Recently, with the popularization of telephone and computer, CATI service is growing fast in China.

1. CATI's application in China:

Currently, CATI is mainly used in brand/product awareness study, U&A research, or tracking study, etc. in China. And it is suggested to be conducted only in Chinese major cities where telephone is popular.

Compared with other conventional research methods, CATI is more efficient, precise, and cost saving. However, CATI has its own limitations:

• The time period for interviewing is limited: usually the time period should be no more than 15 min;
• No visual aids (e.g. cards, pictures, products, etc.) can be shown to respondents.

2. S&D's CATI:

S&D began to cooperate with one of the biggest call centers in China on CATI service since the year of 2001. We:

• Are equipped with over 100 CATI stations.
• Can provide service covers all the major cities in China.
• Can provide questionnaire assistance with last minute changes.

The whole interview is automatically monitored and controlled by computer. Simutaneous taping and video recording is available.

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