A Case Study on Computer Aided Telephone Interviewing (CATI) Field Services
Background
The company is a global leader in Internet Media and Market Research solutions with high quality, technology-driven products and services. The company portfolio includes panel-based and site-centric Internet audience measurement services, online advertising intelligence, user lifestyle and demographic data, e-commerce and transaction metrics, and custom data, research and analysis.
Management challenge
- To study the Internet and technology behavior of children across Australia
- To complete 500 CATI surveys of parents and children between age 6 and 17 across all Australian states
- The average duration of the CATI interview was about 30 minutes, which is a significant challenge particularly with young children
- To source/build a B2C database across all Australian states with the agreed quota for each state
- To deliver the surveys within 4 weeks in a cost-effective manner
Approach
- Developed a list sufficient to generate 500 surveys within agreed quotas for each state
- Designed and delivered a CATI training program for the interviewing team that was essential for speaking with child survey participants
- Provided daily progress reports to client with updates highlighting, key issues and interviewer feedback
- The surveys were completed with a personal/conversational style to keep the parents and more importantly, the youngsters interested
- To prevent bias in research results, the selected respondents had to adhere to strict criteria – the children had to use Internet and had to be in the age group of 6 to 17. A 30-minute questionnaire featured only multiple-choice questions
- Dedicated QC team provided quality assurance of voice and data screen records
Results
- Delivered 500 CATI surveys within the specified state quotas
- Completed the project on-time in 4 weeks
- Interview screen created using Industry standard CATI application
- 100% of voice and data screens captured
- The project was completed within budget and resulted in about 30% cost savings
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