An Introduction to CATI Computer Assisted Telephone Interviewing

1
An Introduction to CATI (Computer Assisted
Telephone Interviewing)

• Penn State Survey Research Center
• Amanda Maull

2
Telephone Interviewing

• Some Benefits
• Direct contact with respondent
• Less expensive than face-to-face
• Effective randomized sampling from most
  populations using RDD (Random Digit Dialing)
• More complex survey instruments

3
Telephone Interviewing

• Down-sides
• Interviewer Effects
• Sensitive Topics, Social Desirability Effects
• Still expensive compared to Mail and Web
• Cant reach some populations
• Cell phone only households, transient groups

4
Sampling Methods for Telephone Studies

• RDD (random digit dialing)
• RDD studies are those which use a sample of
  telephone
• numbers that have been randomly generated
• Based on Exchanges and Working Blocks
• 814-238-XXXX
• Increases coverage by including unlisted and
  recently-installed numbers

5
Sampling Methods for Telephone Studies

• List Samples
• Similar to RDD but numbers are run through a
  predictive module that tries to associate
  secondary data with the number (drivers license
  records, marketing reply cards, etc.).
• These samples can save a great deal of time when
  specific demographics are needed
• However, the sample is to some degree less
  random.

6
Sampling Methods for Telephone Studies

• Listed
• We start out with a list of respondents so we
  know who we want to interview before we even
  call.
• These respondents have often been screened or
  contacted prior to the interview.
• Common example Secondary waves of data
  collection for a longitudinal (or panel) study.

7
Telephone Interviewing

• The Telephone Interviewer plays a dual role as
  both recruiter and data collector.
• Unstructured vs. Structured
• Important protocols structure both roles.
• Interviewers are the key link between respondent
  and data.

8
Respondent Recruitment

• The sampling method will determine the protocol
  for respondent recruitment.
• RDD List Studies
• Phone numbers are dialed randomly and then
  respondents are randomly selected from the
  household members.
• Different methods are used for randomly selecting
  the respondent.
• most recent birthday method
• computer selection method

9
Respondent Recruitment RDD List

• ESSENTIAL - Once a respondent is selected
  he/she is the ONLY person in the household that
  we can interview.
• Respondent must be currently living in the
  household at least 50 of the time.
• Cannot conduct interviews on business,
  institution or secondary lines (unless specified
  by study design).
• Cannot call forwarded numbers, must only conduct
  interview at number provided by the sample.

10
Respondent Recruitment Listed

• Interviewers must interview the person whose name
  is listed and only that person.
• They may call different numbers to contact them.
• If the respondent no longer lives at previous
  number, interviewers will try to obtain current
  contact information from whoever answers the
  phone.

11
Interviewing Guidelines

• To obtain accurate information, all interviewers
  must collect data in the same, uniform manner
  from all respondents. Each interviewer should
  conduct the interview in the same fashion as all
  other interviewers
• The Main Rules Stay neutral, follow the script,
  and record answers accurately.

12
Stay Neutral

• Responding in any way to answers given by
  respondents has the potential to affect their
  answers to future questions. Respondents
  generally want you to like them. If they see you
  approve or disapprove of an answer, they may
  answer differently to future questions.
• Never disagree or argue with the respondent
• Avoid fine or good after a response
• Always keep personal opinions to yourself
• Never release personal information

13
Be courteous and professional at all times

• The purpose of the interview is to obtain
  accurate information from the respondent. In
  order to obtain this information, you should
  avoid creating the impression that the interview
  is a test or cross-examination.
• There are no wrong answers.
• You have the right to ask the respondent for
  information, just as the respondent has the right
  to refuse to answer.
• Politely deal with difficult respondent.

14
Follow the Script

• Ask every question in the order presented. Some
  respondents will offer you information that
  answers future questions it is still necessary
  to ask all the questions.
• Read each question verbatim. Each question is
  carefully designed and pretested to fulfill its
  exact purposeto obtain specific information and
  to be understood by the maximum number of
  respondents.

15
Other General Guidelines

• Record all responses accurately
• Deal with inconsistencies politely
• Probe for answers to responses such as Dont
  Know or Refuse
• Thank the respondent periodically

16
Quality Control for CATI interviews

• Interviewers are monitored in real time
• Completed interviews are verified by calling back
  respondents and asking them about their interview
  experience.

17
Telephone Interviewing Positions

• The SRC often has telephone interviewing
  positions available
• Paid 8.15/per hour
• Flexible schedules evening weekend hours
• Requirements good communication and computer
  skills, ability to work 12 hours per week and
  some weekends.
• Visit our website for more information
  http//www.ssri.psu.edu/survey/employment.htm
• Or email telsup_at_ssri.psu.edu