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CAPI
Computer Assisted Personal Interviewing

• special trained interviewers
• In-Home interviews, local tests, studio tests
• The questionnaire is implemented on the laptop with direct input of the responses
• Regular transfer of the data
  
• Accurate checking of sample and quotas
  
• Current field status always available

Advantages of computer assisted interviewing techniques

• Reliable and complete data input
• Automatic adoption of responses or brands from earlier questions
• Automatic filtering
• Avoidance of positioning effects by standardised rotation and randomisation of items
• Automatic plausibility checks
• Full concentration of the interviewer on the important contents of questions and answers
• Possible for respondent to complete the questionnaire themselves – guarantee of anonymity
• Efficient monitoring and control possible – automatic control of sample and quotas
  
• Direct recording of data from the interview – no need for later data entry – avoids an additional source of errors
• Data is available immediately
• Possible to integrate logos/pictures/commercials.