Marketing Research and Insight Glossary
Definitions, common uses and explanations of key market research terms and phrases.
What is direct computer interviewing (DCI)?
Direct Computer Interviewing Definition
Consumers are intercepted in a mall or other central location and interviewed by a computer that asks questions and accepts responses.
Direct computer interviewing, or DCI, gathers data and insights from respondents using computer-assisted technology in locations like a shopping mall. The research method involves administering surveys, questionnaires or interviews through such digital interfaces as online forms or mobile apps without the need for a human interviewer. This interviewing process reduces bias because data is collected without human interaction. What’s more, the method allows for automated data collection, analysis and storage and provides real-time data for marketing professionals.
Who relies on direct computer interviewing (DCI)?
Market research firms, businesses, academic institutions and government agencies use DCI because it is a cost-effective way to collect data about consumer preferences, behavior and opinions in a large population.
Who should I care about direct computer interviewing (DCI)?
DCI allows marketing professionals to connect to diverse and geographically dispersed audiences and gather a variety of insights. This collection ensures anonymity, which can add up to more honest responses. What’s more, its scalability and automation make it a desired option for researchers to efficiently gather and analyze large amounts of data.