CAPI, CATI, CAWI: which to choose for a quantitative survey?

Quantitative surveys can be conducted through 3 methods: CAPI, CATI and CAWI.

In the CATI (Computer-assisted personal interviewing) surveys, the interview is conducted Face 2 Face by interviewers who have a PC or tablet on which to attribute the answers.

It is a method that allows direct contact with the interviewee, which helps in completing the questionnaire, both in terms of stimulus to completion and possible explanations, if necessary or requested by the respondent. The number of interviews that can be conducted daily is however more limited than other methods, as well as the geographical area of ​​reference. Furthermore, costs can also be more significant than other data collection.

The CAPI methodology is indicated for complex investigations, with long and structured questionnaires where the presence of an interviewer can explain the questions or how to fill in the questionnaire, or that appropriately give videos or stimuli of various kinds.

The target audience for this survey may be those who are not easily reachable by telephone or with little computer experience, or when they intend to refer to a specifically localized population (eg: frequenters of shopping centres, areas of interest, points of aggregation, etc).

In the CATI (Computer Assisted Telephone Interview) surveys, the interview is conducted via telephone by interviewers supported by software that allow data collection and scheduling of the interview according to the times and the respondent’s availability.

This method ensures a high quality of data collection, because the interviewer is guided by the software in the administration of the questions thus avoiding errors of interpretation. In addition, the software automatically reprograms the callback in case the respondent is not available. Being conducted by telephone, it is not possible to share stimuli, images or videos with the respondents. The methodology offers good value for money and an optimization of time.

CATI is also suitable for geographically dispersed targets or for B2B targets as it is possible to plan the interview based on the interviewee’s availability.

In the CAWI (Computer Aided Web Interviewing) surveys, a link is sent via email that the respondent proceeds to complete independently. It is possible to share visual and audio stimuli.

This method allows reaching a large number of respondents in a very limited time interval. People are autonomous in completing the questionnaire and can do so at a time of their choice and take all the time they need to respond. It offers the best efficiency in terms of costs and timing. Any limits are related to the lack of comparison with the interviewer and the risk of abandonment by the respondent without having completed the interview.

There are no geographical limits of targets, but those who are not very familiar with computers and technology are excluded.

Each methodology has its own characteristics as its advantages and limitations. There is no one right but surely, there is one right for each type of investigation.

Contact us at hello@ourkik.com. We will be happy to understand with you what methodology best fits your quantitative survey.