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MCAPI (mobile computer assisted Personal interviewing) Definition

Survey information collection in a face-to-face setting, where an interviewer enters respondent answers directly into a hand-held computer/tablet and a specifically designed program manages the administration of the interview. This is often referred to as a mobile survey.

Mobile computer-assisted personal interviewing (MCAPI) is a technique used in market research where researchers use mobile devices to conduct in-person interviews. This method allows data collection in real-time and typically involves using tablets or smartphones with specialized software to guide interview questions, capture responses and instantly store or transmit data for analysis. MCAPI enhances traditional interviewing by leveraging digital tools for accuracy, speed and convenience, particularly in on-the-go or field research settings.

Who relies on MCAPI in market research?

Market researchers, data analysts and research agencies rely on MCAPI, especially those conducting in-person studies in diverse settings such as retail environments, public spaces or during events. Industries like retail, health care and consumer goods often employ MCAPI to gain direct insights from target demographics. It is also valuable for researchers focusing on intercept studies, brand awareness assessments and customer satisfaction surveys.

What are key aspects of mobile computer-assisted personal interviewing in market research?

Key aspects of MCAPI include:

• Real-time data capture: Immediate data recording and storage with reduced error potential.
• Guided interview process: Built-in survey logic and branching that adapts based on respondent answers.
• Digital data storage and transmission: Instant access to collected data, improving analysis speed and accuracy.
• Flexibility in environment: Ability to conduct interviews in various locations, not limited to traditional settings.
• Data security: Encrypted storage and transmission to ensure respondent privacy and data integrity.

Why is MCAPI important in market research?

MCAPI is essential in market research because it enables researchers to collect data accurately, swiftly and cost-effectively in dynamic environments. The ability to conduct face-to-face interviews with the support of digital tools allows for a deeper engagement with participants, enhances response accuracy and speeds up data collection and analysis. This immediacy is especially valuable in capturing timely insights that reflect on-the-spot attitudes and behaviors, helping businesses make informed decisions faster.

How do market researchers use MCAPI?        

Market researchers use MCAPI by equipping interviewers with mobile devices loaded with survey software. During in-person interviews, they use these tools to record responses, guide question flow based on answers and directly upload data to a centralized database. This method is often employed in environments like malls, clinics or events where real-time, location-specific feedback is needed. Additionally, MCAPI software often supports multimedia capabilities, allowing researchers to show visuals or record responses, adding qualitative depth to quantitative data collection.