A telephone survey, also known as CATI or computer-assisted telephonic interview, is a research method where the researcher surveys respondents over the telephone. Unlike email surveys, researchers conduct data collection by conducting phone interviews and punching the responses themselves. A CATI is very similar to paper surveys, except that the researcher punches the gathered responses to a survey link on a computer. The researcher cannot alter, or modify the research questions, and has to follow a specific script for the telephonic survey.
For example, a salon wants to collect customer feedback and decides to give the interview a personal touch. Instead of sending out survey emails that most customers won’t acknowledge, it chooses to conduct telephonic interviews. The salon can call every customer they have and have a meaningful discussion, especially stressing on the open-ended questions to gather maximum data.
Telephonic surveys are useful in a more casual setup, in cases where respondents may have a direct relationship with the surveying organization. They are also helpful to reach out to respondents whos email ids you don’t have. It is a quick way of collecting feedback, especially for a skilled researcher. As most people own telephones and phone numbers are captured at almost every POS, telephonic surveys are a cheap and functional alternative to email surveys.
Here are the advantages of conducting telephonic surveys: