The Complete Guide to Telephone Survey Research
Computer-Assisted Telephone Interviewing (CATI) is a survey methodology where trained interviewers conduct telephone interviews using computer software that displays questions, records responses, and manages call routing. CATI emerged in the 1980s as telephone penetration reached critical mass and has been the dominant mode for probability-based surveys until declining landline coverage and low response rates (15-30%) led to mixed-mode designs combining CATI with CAWI and CAPI.
Enables probability sampling without pre-existing lists via random generation of phone numbers.
Human interviewers can probe responses and clarify confusing questions.
$15-50 per complete vs $50-200 for face-to-face, with 1-3 week field periods.
Real-time quality control via silent monitoring and call recording.
Coverage Challenges: Landline-only RDD now covers <50% of U.S. households. Cell phone inclusion adds cost and complexity. Consider mixed-mode (CATI + CAWI) for better coverage.
3-5 day training program covering:
Predictive dialers automatically dial multiple phone numbers per available interviewer, predicting when operators will become available based on call patterns. This increases interviewer productivity by 200-300% compared to manual dialing.
Pacing ratio = calls dialed per available interviewer. Higher ratios increase productivity but risk abandoned calls.
| Pacing Ratio | Productivity | Abandoned Call Risk | When to Use |
|---|---|---|---|
| 1.5:1 | Low | Minimal (<1%) | New campaigns, compliance-sensitive |
| 2.5:1 | Medium | Low (2-3%) | Standard surveys |
| 3.5:1 | High | Moderate (4-5%) | High contact rates, experienced team |
| >4:1 | Very High | High (>5%) | Avoid - regulatory violations |
FTC/FCC regulations require:
Interviewers must read questions exactly as written to minimize interviewer effects (2-8% of variance):
Professional techniques to convert soft refusals (15-20% success rate):
PollZapper provides integrated CATI infrastructure including predictive dialing, operator dashboards, supervisor monitoring, call recording, and real-time reporting.
PollZapper's CATI platform includes predictive dialing, operator training tools, supervisor monitoring, and compliance management. From 100-interview local surveys to 5,000-interview national polls.
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