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Touch tone aided telephone interviewing (TATI) Definition

Interviewer-administered telephone surveying in which the respondent uses the touch-tone buttons of his or her phone to provide answers. Also known as touch tone data entry (TDE).

Touch tone aided telephone Interviewing (TATI) is a survey method where respondents answer questions using the touch-tone keypad on their telephones. An automated system prompts participants with survey questions, and they respond by pressing the corresponding keys. This technique combines the familiarity of telephone surveys with the efficiency of automated data collection.

How does TATI work?

TATI operates through a combination of automation and respondent interaction:

1. Automated prompts: A pre-recorded voice or text-to-speech system delivers survey questions to respondents.
2. Keypad input: Respondents use their phone's touch-tone keypad to select responses (e.g., pressing "1" for yes, "2" for no).
3. Data capture: Responses are recorded automatically and stored for analysis.

Key aspects of TATI:

• Removes the need for live interviewers, reducing interviewer bias.
• Enables respondents to complete surveys at their convenience.
• Captures data directly and efficiently for rapid analysis.

Why is TATI important in market research?

TATI is important because it combines automation with accessibility, offering a cost-effective and scalable way to collect data from a broad audience. This method is particularly valuable when researchers need to reach participants who prefer telephone-based communication or when internet access is limited.

Reasons to care about TATI in market research:

1. Expands accessibility to respondents without internet access.
2. Reduces data collection costs while maintaining scalability.
3. Enhances convenience for respondents by allowing them to participate on their schedule.

Who relies on TATI in market research?

TATI is commonly used by market research firms to conduct large-scale surveys efficiently; survey organizations, to gather data from diverse populations; businesses, to understand customer preferences and satisfaction; and government agencies, to collect data in areas with limited digital infrastructure.

How does TATI improve market research outcomes?

TATI improves outcomes by increasing scalability, allowing researchers to collect data from large sample sizes quickly. It also reduces biases associated with live interviewers and enhances data accuracy and consistency through automated input and recording.