CAPI methodology is best suited for complex investigations involving long and detailed questionnaires. The interviewer can help explain intricate questions, demonstrate how to fill in the questionnaire, and ensure the appropriate display of videos or other forms of stimuli.

In this article, we walk through the Computer-Assisted Personal Interviewing (CAPI) methodology, its benefits, and the steps needed to execute CAPI surveys.

Types of CAPI Surveys

Computer-Assisted Personal Interviewing surveys can be categorized into two types determined by how the sampling is handled.

• Named CAPI surveys – where the researchers know the respondents beforehand and can make appointments to conduct the study. An example would be interviewing managers of companies or medical professionals in a city. It is possible to feed the CAPI system with a database of participants. The researcher can preload known respondent information. At GeoPoll, we call this CAPI and CATI feature Sample Management.
• Anonymous CAPI surveys – conducted randomly, for example, on a street where the researchers do not know the respondents and may need to screen them by observation and using profiling questions.

Benefits of CAPI Surveys Over Traditional Paper Surveys

• Guidance – CAPI facilitates logic checks, skip patterns, and validations during the interview to make the survey more efficient and improve data quality.
• Efficiency – CAPI saves time and resources in subsequent steps of data cleaning and data entry.
• Real-time monitoring – CAPI is an excellent tool to monitor enumerators in real-time or later during validity checks. It is possible to automatically record each interview’s start time, end time, and GPS location, making it easy for supervisors to cross-check the processes and manage teams.
• Real-time results – Data collected through CAPI surveys is immediately relayed for real-time analysis and processing.
• Quality of data – Validation and quality control of CAPI surveys can be done when filling out the survey, and it eliminates human error during data entry. Sessions can also be recorded for validation.
• Rich media – During a CAPI survey, the enumerators can take photos, record audio, and take videos to complement the study.
• Personification – CAPI allows direct contact with the interviewee, which helps complete the questionnaire, both in terms of administering stimulus and offering explanations if necessary. Personal contact makes the interview fluid and warm and may result in greater collaboration from the respondent than in remote surveys.

Steps and Considerations for Planning and Executing a Successful CAPI Project

As with all types of surveys, planning and executing a CAPI survey is dependent on several factors, including the research objective, environmental influences, complexity, and the availability of other methodologies, among others. Below, we look at generic steps to consider based on our experience and standard CAPI processes:

1. Objectives and methodology choice – Determine the project objectives and factors that justify using CAPI over other methodologies. Consider the time and cost of the fieldwork, its scope, and its limitations.
2. Map the project – Design a work schedule to execute the research project, from ideation to data collection, to analysis and reporting.
3. Software selection – Evaluate and choose the best CAPI platform and apps to use. At GeoPoll, we have developed an ecosystem for CAPI surveys that includes the Interviewer App tailored to emerging markets and backed by our data processors for data validation, analysis, and reporting.
4. Hardware selection – Evaluate and select the computer equipment or mobile devices used for the data collection. It is advisable to use devices with internet connections for a real-time relay of data and portability for convenience. GeoPoll uses smartphones and tablets.
5. Personnel recruitment and training – Several factors go into selecting personnel to perform the CAPI survey in the field (interviewers or agents). There are language and cultural nuances to consider, education levels, knowledge of the subject matter, and more. The team also needs to be trained well on how to conduct effective surveys, how to use the selected apps and devices, and how to flow through the specific survey they will be administering.
6. Pilot testing – A lot can go wrong in any research project. It is therefore imperative for researchers to meticulously pilot test the survey with the interviewers and devices in the field. This process can then be used to adjust the questionnaires, provide post-exposure training, adjust the verbatim, and correct any errors detected.
7. Fieldwork – After a successful pilot, the actual data collection can commence. If applicable, arrange appointments with respondents or get the interviewers on the ground, making sure that the data collection app and devices are being used and working as planned. Monitor the survey process, detect and correct errors on the go, measure the length of the interviews (LOI), and track the productivity of the team. The GeoPoll Interviewer App includes all these functionalities.
8. Data consolidation and validation – Data is only as good as its integrity. Whether real-time or after the data collection process, it is crucial to perform quality checks and ensure that everything checks out.
9. Data analysis – The data collected and cleaned from the CAPI survey can then be tabulated and analyzed, and the open-ended questions coded according to the research question and objectives.
10. Final report and delivery of results

Conduct Mobile-Based In-person Surveys Anywhere in the World

GeoPoll administers face-to-face surveys through our own Computer-Assisted Personal Interviewing (CAPI) mobile application, which is specifically built for use in emerging markets and includes features such as offline capabilities, remote progress tracking, and interviewer metrics. We can conduct face-to-face interviews via CAPI in almost any country in the world and have experience in responding quickly to fast-moving situations. Please contact us to discuss your CAPI project needs.

The post Computer-Assisted Personal Interviewing (CAPI) Surveys: A Guide appeared first on GeoPoll.

Three common research methodologies are CAPI, CATI, and CAWI, which stand for Computer Assisted Personal Interviewing, Computer Assisted Telephone Interviewing, and Computer Assisted Web Interviewing. While these three methods have similar names and are often mentioned together, in practice they are very different methods, and each has unique characteristics which should be taken into account when deciding on a data collection method. Below we outline the major differences of CATI, CAPI, and CAWI, along with pros and cons of each method.

Computer Assisted Personal Interviewing (CAPI)

Computer Assisted Personal Interviewing or CAPI is an in-person or face-to-face research method in which interviewers use software on a computer or tablet to record interview responses. CAPI is an interviewer-administered mode, meaning that interviewers can clarify questions that may be unclear to respondents and ask follow-ups. It is generally considered an improvement on older face-to-face interview methodologies, in which interviewers relied on pen and paper to read through a questionnaire and record responses, because it reduces the chance of interviewer error and enables more secure storage of data. CAPI surveys support nearly any question type, both qualitative and quantitative, and interviewers can use visual and audio aids.

Because CAPI is an in-person research mode, it can reach anyone, even populations who do not have internet or phone access, which makes it a good solution for gathering data from low-income populations. However, CAPI requires interviewers to be trained in survey administration and for them to travel to each household they will interview. In emerging regions and rural areas where houses can be dispersed over a large area, this can make administering CAPI surveys time-consuming.

Pros of Computer Assisted Personal Interviewing:  

• Can reach any household or respondent, even those without internet or phone access
• Allows for interviewers to collect detailed data through follow-up questions and probing
• Improves on paper and pen survey administration by reducing the chance of interviewer error or data loss

Cons of Computer Assisted Personal Interviewing:  

• Requires interviewers to be recruited and trained in survey administration
• Can be time-consuming for interviewers to travel from household to household, especially in rural areas
• Can be costly due to the need for trained interviewers and the length of time it takes to collect data 

Computer Assisted Telephone Interviewing (CATI)

Computer Assisted Telephone Interviewing or CATI is a voice call interview method in which trained interviewers call respondents’ phone numbers, usually working from a central call center. CATI interviews are similar to CAPI interviews in that they are interviewer-administered, so interviewers can conduct similar probing and clarification of survey questions, and CATI software also allows interviewers to securely record responses and save data. CATI interviews support both qualitative and quantitative survey questions and can utilize audio aids as part of a questionnaire design.

CATI surveys can only reach populations with access to a landline or mobile phone, which means the lowest-income populations may not be reachable through a CATI survey. However, CATI is generally faster to administer than CAPI surveys and slightly lower cost, as interviewers work from a central location rather than traveling to conduct surveys in person.

Pros of Computer Assisted Telephone Interviewing:

• Allows for interviewers to collect detailed data through follow-up questions and probing
• Securely stores data and enables simple survey administration through CATI software
• Reaches wide segments of the population without having to overcome logistical hurdles associated with in-person research
• Interviews can be administered at the respondent’s convenience by scheduling a call-back time

Cons of Computer Assisted Telephone Interviewing:

• Requires interviewers to be recruited and trained in survey administration
• May not reach the lowest-income populations who do not have access to a mobile phone or landline

Computer Assisted Web Interviewing (CAWI)

Computer Assisted Web Interviewing or CAWI is another name for online surveys or interviews, which are surveys administered through a web browser or mobile application. Links for CAWI surveys can be sent through multiple methods, including email, mobile application notifications, online advertisements, and SMS messages. CAWI surveys support both closed-ended and open-ended survey questions, however may not provide as detailed qualitative data as an interviewer-administered mode such as CATI or CAPI.

CAWI surveys are useful for gathering quick insights from large sample sizes as they do not require interviewers to be trained and can be distributed very widely, but they are limited to populations who have internet access and are comfortable using computers or internet-enabled phones or tablets. CAWI surveys are also self-administered, meaning you rely on the respondent to fill in a survey accurately without the guidance of an interviewer, and that questionnaires generally need to be shorter for respondents to complete them.   

Pros of Computer Assisted Web Interviewing

• Simple to set-up and administer to large sample sizes
• Do not require the hiring and training of interviewers
• Can be a fast and low-cost method of data collection

Cons of Computer Assisted Web Interviewing

• Only reach literate populations and those with access to the internet and a computer or mobile device
• Qualitative data collection can be more limited than with interviewer-administered modes
• Questionnaires should be shorter to encourage higher completion rates

Choosing between CAPI, CATI, and CAWI

As outlined above, there are significant differences between CAPI, CATI, and CAWI survey modes. Generally, if you are looking to get the most representative survey possible, CAPI and CATI are the best options, but CAWI can be useful for quickly gathering insights on a consumer population or in countries which have high levels of internet access. When choosing a research mode, you must take into account the population you are trying to reach, questionnaire length and complexity, budget, and timeline. Use GeoPoll’s interactive research mode picker to get a quick view of what modes may be feasible for the project you are working on.

Depending on the country you are looking to research in, some modes may be more feasible than others, and talking to a research expert can help you narrow down your mode options. In addition to the three research modes mentioned here, there are other options such as SMS and Interactive Voice Response (IVR) which some research firms, such as GeoPoll, offer in addition to CAPI, CATI, and CAWI.

To speak to the GeoPoll team about which research mode is right for you, please contact us today.

The post CAPI, CATI, and CAWI Research Methods appeared first on GeoPoll.

Note: During COVID-19 GeoPoll is limiting face-to-face research and taking all necessary precautions to protect respondents and interviewers. Read this post about how face-to-face research can be transitioned to remote methods. 

Advantages of Face-to-Face Research

Face-to-face interviewing has several advantages that have made it one of the most relied-upon research methodologies. These include:

• Length of Interview: Face-to-face interviews allow for lengthy questionnaires, as the respondent is more motivated to complete an in-person survey than in other methods, such as online interviews, which can easily be exited. A longer interview enables researchers to ask multiple question modules and gather more detailed open-ended responses than may be possible through online, text message, or even voice call surveys.
• Quality of Data: Face-to-face interviews are typically thought of as producing high-quality data, especially as key demographics such as age, gender, and location cannot be falsified. Interviewers can also note non-verbal cues from the respondent within their answers. However, there are also questions around interviewer bias in face-to-face interviews, which we review below. 
• High Response Rates: It has been found that face-to-face interviews have higher response rates than some other methodologies, however, this could be due to several factors and is not necessarily due to the in-person nature of interviews.  

Disadvantages of Face-to-Face Interviewing

Despite the high quality of data received, some research projects are not feasible for face-to-face interviews due to the following disadvantages:

• Cost: Face-to-face interviews are one of the costliest methods for survey research, as they involve hiring trained enumerators and sending them to multiple locations to collect data. If data is collected by pen and paper, it must be inputted once data collection is complete, adding to costs. 
• Lengthy Complete Time: Face-to-face interviews take longer to complete than online or voice call interviews. Enumerators often travel to multiple locations to collect survey responses. The time it takes to obtain the desired sample size depends on how many enumerators are working at once and the distances they need to travel.  
• Interviewer Bias: The presence of an in-person interviewer may introduce bias in some cases. Bias may occur with sensitive questions which the respondent does not want to answer in person, or if the interviewer reads a question in a leading way.  
• Data Entry Errors: Face-to-face interview responses were traditionally recorded using pen and paper, also known as PAPI. Using pen and paper, there is a high likelihood of human error when inputting answers or lost responses, which can harm data quality. 

How Computer Assisted Personal Interviewing Works

To mitigate some of the issues mentioned above, many researchers have transitioned to using Computer Assisted Personal Interviewing (CAPI), where in-person enumerators read questions and record answers on a mobile application, usually through a tablet device. CAPI platforms reduce the chance of enumerator error, both while administrating the interview and when inputting data.

While the interview is ongoing, CAPI applications can automatically route to the next question based on the respondent’s answer, ensuring no questions are skipped. Data is collected and stored within the application, eliminating the need for data to be inputted manually at a later date. CAPI also allows research organizations to track the progress of individual interviewers remotely, enabling them to see if an interviewer is taking a longer-than-expected time to complete each interview, or is recording unusual response patterns.

Other advantages of CAPI research include the ability to voice record, show picture or video content to respondents, and track the GPS location of interviewers.

Conduct CAPI Research in sub-Saharan Africa, Asia, and Latin America with GeoPoll 

Face-to-face interviewing can be especially challenging in emerging markets such as those in sub-Saharan Africa, Asia, and Latin America. Populations in these areas are often very dispersed and may speak multiple languages or dialects. A lack of formal roads and address systems can also make face-to-face interviewing in emerging markets even more time-consuming than it is already.

GeoPoll is experienced administering face-to-face interviews in emerging regions through our proprietary CAPI application, which was specifically designed for use in sub-Saharan Africa, Asia, and Latin America. GeoPoll works with in-country partners to recruit and train interviewers who can administer surveys in multiple languages, and can remotely track and report back to clients on project progress. Our CAPI platform allows for various question types and advanced skip logic, and gives us full control over questionnaire scripting. GeoPoll’s CAPI application also includes offline abilities, so interviews do not need to be connected to the internet to record answers.

To learn more about GeoPoll’s CAPI capabilities or to request a project quote, please contact us here.

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CATI stands for Computer Assisted Telephone Interviewing. CATI is a common research mode in which interviewers conduct surveys via telephone calls using a computer-assisted method, such as a software system loaded onto a computer or mobile device. In the CATI survey method, interviewers (also called survey enumerators) use CATI software which guides them through a survey, records responses, and monitors response and completion rates, among other features. The CATI software or application houses the survey design, including the full questionnaire and related instructions, survey routing or logic, and all questions and answer options.

Benefits of CATI Survey Research

CATI improves on traditional voice call methods, which use a pen-and-paper system to review questions and record answers. Using a CATI application or software, data is securely stored, and interviewers can focus on the interview rather than other items such as survey routing. While each CATI software has unique features, general advantages of CATI software include:

• Performs survey routing automatically based on the inputted answer; If a respondent answers ‘yes’ to a specific question, the CATI software will automatically display the correct next question
• Inputs and uploads data to a central system automatically, removing the need for manual data input based on pen-and-paper questionnaires. This dramatically reduces data processing errors and time spent uploading data
• Stores questionnaires digitally, so they can be updated or changed on-the-fly if issues arise with question-wording or skip logic
• Automatically tracks survey production statistics, including response rates, completion rates, dropoff rates, and more
• Allows for remote oversight of interviewers through analytics, including total interview length, individual question length, and response patterns, which can be automatically fed into a quality assurance dashboard and monitored regularly
• Provides recordings of interviews which can be examined for further data quality checks
• Compared to other voice call research methods, such as Interactive Voice Response, CATI surveys are a closer alternative to face-to-face interviews. This is because they are interviewer-administered, allow for follow-up questions from the interviewer, and can gather qualitative data through open-ended questions.

Challenges of CATI Survey Research

Some challenges should be taken into consideration when embarking on a CATI research project. These include:

• Interviewers must be trained not only on the specific questionnaire but also on the CATI software they are using, as each can have a different flow and features
• If questionnaires are scripted incorrectly into the CATI software, interviewers may not notice and incorrectly administer surveys
• Open-ended answers still need to be typed into the CATI software, which can leave room for error when transcribing
• Depending on the CATI software, it may be difficult to modify previous answers as navigating backwards is more challenging than when using pen-and-paper questionnaires

While researchers must keep these challenges in mind, they can be mitigated through interviewer training programs and regular cross-checks of questionnaire scripting, among other quality control measures.

How CATI Research Works

The CATI research process may differ slightly based on the research group being used. When working with GeoPoll, who has an existing network of over 40 call centers located around the globe, the process for a new project typically follows these steps:

Phase 1: Concept and Initiation:In this phase, GeoPoll will discuss the project specifications with the client, conduct a feasibility assessment, decide on a sampling frame and sampling approach such as random digit dialing, and put together a budget based on the targeting, sample size, questionnaire length, and other considerations.  

Phase 2: Project Definition and Planning: Next, GeoPoll’s execution team will work with the client to design a questionnaire using best practices for CATI survey design, translate the questionnaire, and conduct extensive project-specific interviewer training. For some projects, GeoPoll will conduct a pilot that can be used as a quality check before the study goes into full production.

Phase 3: Survey Production and Monitoring:Once the planning is completed GeoPoll’s team will move a survey into the production phase. In this phase, phone numbers are generated or provided to interviewers who begin making live calls. Throughout survey production, survey data and analytics which demonstrate interviewer progress are regularly monitored to ensure the highest-quality outputs. Call recordings are also used for an additional level of quality assurance.

Phase 4: Data Analysis and Outputs:Once the data is collected and quality checks are undertaken, it is passed onto GeoPoll’s research team for analysis. The research team performs another round of quality checks and then prepares data in the desired output, including raw data files, written reports, excel tables, and more.   

CATI vs CAPI and CAWI 

One common question surrounding Computer Assisted Telephone Interviewing is how it compares to other modes. You can read this post to learn more about how CATI compares to IVR, an automated voice-call mode that does not use live interviewers. Other methods CATI can be compared to are CAPI, Computer Assisted Personal Interviewing, and CAWI, Computer Assisted Web Interviewing. CAPI is a face-to-face research mode which, similarly to CATI, is aided by a software system that enables the interviewer to view questions and be automatically routed through a survey.

Many of the benefits listed above for CATI apply to CAPI surveys. Using CAPI instead of a pen-and-paper method reduces data input errors and allows for remote oversight of interviewers when they are in the field, often showing where they are through GPS and tracking metrics such as length of the interview. A benefit of CAPI over CATI is that you can reach a wider population, as CAPI does not require respondents to have mobile phones. However, CAPI surveys can take a long time to conduct as interviewers need to travel from house to house to gather survey responses.a

Computer Assisted Web Interviewing is another name for link-based or online surveys. These surveys are opened by respondents in a web page, who complete the questionnaire themselves. CAWI surveys are self-administered, so do not allow for the type of follow-ups that CATI provides for, and only reach those with an internet connection. Benefits of CAWI or any online survey mode are the speed at which a large group of respondents can be surveyed, and the relatively low cost.

CATI Software in Africa, Asia, and Latin America 

GeoPoll conducts CATI surveys out of over 40 call centers we operate throughout Africa, Asia, and Latin America, using our own proprietary CATI application. GeoPoll’s CATI software application was built specifically for use in countries in Africa, Asia, and Latin America. It has features including an offline mode, call recording, built-in quality checks, multi-lingual capabilities, and more. To learn more about GeoPoll’s CATI services or run your own CATI survey through GeoPoll, please contact us today.

The post CATI Surveys in Market Research | Computer Assisted Telephone Interviewing appeared first on GeoPoll.

This CATI center was opened in July, following a GeoPoll-led training with local call center staff. GeoPoll trained local staff on how to use the GeoPoll data collection app, which allows for online and offline data collection for CATI and CAPI. In addition, staff were trained on best practices for CATI/CAPI research, ethics, and project implementation in order to ensure all GeoPoll CATI projects are of the highest quality. GeoPoll staff also trained a team who will oversee the call center and CATI/CAPI data collection in West Africa, including monitoring data and ongoing call center operations.

Nigeria CATI Call Center Capabilities

Localization is one of the most important aspects of CATI/CAPI work in Africa, and GeoPoll now has a roster of 50 interviewers who can be used for different projects based on client needs, including a mix of male and female interviewers, those who speak different dialects, and who have work experience in multiple locations. Staff are from 17 of the 36 states across Nigeria and speak a combination of 9 different languages: English, Hausa, Yoruba, Igbo, Edo, Urobo, Igala, Tarok, and Ijaw.

As part of this launch, GeoPoll also met with local partners and clients so that our operations team could learn more about client needs for CATI work. We began pilot work for three CATI projects currently ongoing in the region and provided in-person oversight on data collection for a week. So far, we have collected data for multiple projects from the Nigeria CATI center, and completed over 8,000 interviews.

Conduct Your Own CATI Survey in Africa

GeoPoll regularly conducts surveys via multiple modes, and we are excited to grow our CATI and CAPI capabilities in West Africa and beyond so that we can better service our clients and partners in the region. To learn more about our capabilities or commission a CATI or CAPI-based survey of your own, please contact us.

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