Computer-Assisted Telephone Interviewing

The Social Science Survey Center utilizes a state of the art Sawtooth WinCATI Computer Assisted Interviewing System. Computer assisted interviewing aids SSSC personnel in the performance of all basic tasks associated with the collection of quality data via telephone. In CATI surveys, interviewers administer questionnaires while sitting at a computer terminal. Survey questions are displayed on the computer screen and responses are entered directly into the computer. This system not only maintains accurate records of all calls, their outcomes, and response rates, but also automatically creates an output file, eliminating the need for the separate keypunching of data. Among the benefits the SSSC's computer-assisted interviewing offers: survey researchers are faster data collection and processing time; lower project costs' and higher quality surveys that are superior to traditional paper and pencil approaches to data collection.

Sampling: A majority of the surveys conducted via telephone at the SSSC involve probability telephone sampling. The method of sampling typically used is random digit dialing (RDD). This procedure produces a highly efficient sample that tends to represent the overall population demographically and geographically. The sampling pool includes all residential telephone numbers in the population of interest, both listed and unlisted, and increases efficiently over "list only" samples that do not include unlisted numbers. In addition to telephone samples, a variety of list-assisted random samples are also available that can be utilized for surveys.

Training: Each member of the interviewing staff undergoes extensive training in survey research practice and method. Interviewers attend an initial four hour training session that orients them to survey research processes and techniques, teaches proper interviewing procedures, and relies on a variety of practice interviewing and role playing exercises to become comfortable with the survey research process. Interviewers are also required to undergo the Human Subjects online training modules. This initial training is followed by more intensive on-the-job training as newer interviewers learn how to interview. An individual training session specific to each new study is also conducted, and study sponsors often take the opportunity to participate in the training process. Not only are study sponsors more comfortable with SSSC staff after this exercise, they are afforded an opportunity to take a hands-on approach to testing their survey instrument and insuring that high quality data are produced.

Supervision and Quality Control: All telephone interviewing is conducted at the Social Science Survey Center. Interviewers are supervised at all times by at least one Supervisor. Interviewer performance is assessed by blind monitoring techniques using both audio monitoring. The SSSC is fortunate to have a large pool of talented interviewers, including graduate and undergraduate students, and community members from the surrounding Santa Barbara area.