What does CAPI mean?
In the context of market research, CAPI stands for Computer-Assisted Personal Interviewing. CAPI is a survey data collection method that involves the use of electronic devices, such as laptops, tablets, or smartphones, to conduct face-to-face interviews with respondents.
Here’s how CAPI works:
Interviewer and respondent interaction: A trained interviewer meets the respondent in person and uses an electronic device equipped with specialised survey software for data collection.
Structured questionnaire: The interviewer follows a pre-designed questionnaire displayed on the device’s screen. The questionnaire can include various question types, such as multiple-choice, open-ended, rating scales, or grids.
Real-time data entry: The interviewer enters the respondent’s answers directly into the device, eliminating the need for manual data entry and potential transcription errors.
Skip logic and routing: The CAPI software can incorporate skip patterns and routing, dynamically adjusting the questionnaire based on the respondent’s previous answers. This feature allows for more efficient data collection by tailoring the survey to each respondent’s specific circumstances.
Data validation and error checks: The CAPI software often includes built-in data validation and error-checking mechanisms. These features help ensure data quality by flagging inconsistent or incomplete responses in real-time.
Offline data collection: In some cases, CAPI software allows interviews to be conducted without an internet connection. This feature is particularly useful in remote or low-connectivity areas where online surveys may not be feasible.
Synchronisation and data transfer: Once the interview is completed, the CAPI device can be connected to the internet to synchronise and transfer the collected data to a central server or database for analysis.
CAPI offers several advantages over traditional paper-based interviewing methods. It improves the speed and accuracy of data collection, enables real-time validation and error checks, and allows for more complex survey designs with skip patterns and routing. Additionally, CAPI eliminates the need for manual data entry, reducing the chances of data entry errors and saving time in the data processing phase.
Are you tired of unreliable data and incomplete insights? It’s time to revolutionise your market research approach with CAPI surveys.
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