Computer/Tablet Aided Personal Interviews

Computer/Tablet Aided Personal Interviews

CAPI research is increasingly becoming an important data collection tool and is used to carry out face-to-face research using a tablet.
CAPI offers several advantages over traditional paper-based surveys, including:

Quota Management: Paper-based research may have to be returned to a central point before overall quotas can be ascertained, CAPI allows for real-time visualization of quotas and also the ability to close certain survey routes when a particular quota is achieved.

Electronic Data: Data delivery in real-time also eliminates the need for ‘punching data’ from paper to electronic format for analysis. This not only eliminates the possibility of human errors when converting data from one format to the other, but also saves a large amount of time and research cost.

Diminishes Potential Errors: CAPI methodology also confines the interviewers from making errors with routing within a survey. A survey can be scripted to automatically route respondents based on their previous responses, removing the need for an interviewer to decide which question to ask next, as would be the case with a pen-and-paper survey. This means that incredibly complicated routing can be applied in the background whilst simplifying the job of the interviewer.

Auto Piping: Responses to previous questions such as a favorite brand, MOUB, etc, can be piped in to subsequent questions automatically, eliminating the need for interviewer to remember.

Auto Rotation: Brand lists / statements can be automatically rotated randomly for each respondent, reducing the potential for order bias.

Respondent Engagement: CAPI methodology gives flexibility to show images or other forms of stimulus (videos, logos, audio for instance) which can give a better representation of a product or brand for instance, and also reduces survey fatigue which can occur during long face to face surveys.

In addition to offering some advantages in terms of reliability and quota control, CAPI interviewing method may come across as sleeker as and more modern than traditional face to face interviewing with pen-and-paper model.