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234 DATA COLLECTION METHODS

sentence, inflection of the voice, and such other aspects could introduce addi-
tional biases. Awareness of the many sources of bias will enable interviewers to
obtain relatively valid information.
Sampling biases, which include inability to contact persons whose telephone
numbers have changed, could also affect the quality of the research data. Like-
wise, people with unlisted numbers who are not contacted could also bias the
sample (discussed in the next chapter), and hence, the data obtained. With the
introduction of caller ID, it is possible for telephone interviews to be ridden with
complexity.

Computer-Assisted Interviewing
With computer-assisted interviews (CAI), thanks to modern technology, ques-
tions are flashed onto the computer screen and interviewers can enter the
answers of the respondents directly into the computer. The accuracy of data col-
lection is considerably enhanced since the software can be programmed to flag
the “offbase” or “out-of-range” responses. CAI software also prevents interview-
ers from asking the wrong questions or in the wrong sequence since the ques-
tions are automatically flashed to the respondent in an ordered sequence. This
would, to some extent, eliminate interviewer-induced biases.

CATI and CAPI

There are two types of computer-assisted interview programs: CATI (com-
puter-assisted telephone interviewing) and CAPI (computer-assisted personal
interviewing).
CATI, used in research organizations, is useful inasmuch as responses to sur-
veys can be obtained from people all over the world since the PC is networked
into the telephone system. The PC monitor prompts the questions with the help
of software and the respondent provides the answers. The computer selects the
telephone number, dials, and places the responses in a file. The data are ana-
lyzed later. Computerized, voice-activated telephone interviews are also possible
for short surveys. Data can also be gathered during field surveys through hand-
held computers that record and analyze responses.
CAPI involves big investments in hardware and software. CAPI has an advan-
tage in that it can be self-administered; that is, respondents can use their own com-
puters to run the program by themselves once they receive the software and enter
their responses, thereby reducing errors in recording. However, not everyone is
comfortable using a personal computer and some may not have access to it.
The voice recording system assists CATI programs by recording inter-
viewees’ responses. Courtesy, ethics, as well as legal requirements would require
that the respondent’s permission to record be obtained before the voice capture
system (VCS) is activated. The VCS allows the computer to capture the respon-
dents’ answers, which are recorded in a digital mode and stored in a data file.
They can be played back later, for example, to listen to customers by region,
industry, or any combination of different sets of factors.