amr interactive are committed to computer assisted telephone interviewing (CATI) in order to maximize data quality and control survey costs.

CATI facilitates the reading of questions direct from a computer screen with responses being entered directly into the computer. The benefits of this methodology include automatic routing to the next question so that both interviewer and respondent are guided through the questionnaire and data can be checked immediately. The system is also able to randomise the order of questions giving each respondent a unique question order.

The CATI system also facilitates timeliness of response, as there is no separate data entry phase. This means that top line tabulations can be made available soon after the data collection. From a housekeeping point of view the CATI system accurately records information about the interview process itself, for example the time and duration of the interview, the interval between interviews and the order in which they are conducted.