In market research CASI and CAWI are two of the key components of interviewing for collection of data. These techniques are used for detailed collection of data for further market research analysis. CASI and CAWI research techniques are used in KAD research. Let us move ahead to know more about these techniques.
CAWI stands for Computer Assisted Web Interviewing, which is a technique where a questionnaire provided on the web page is followed by the respondent. CAWI market research enables multimedia display too. It also allows for other WebPages to act like visual aids ensuring that the respondent gets a brief understanding about the product or service he/she is questioned about. The advantage of the computer based technique allows for immense logical complexity, implementation of logical associations as well as filtering in the background with only the questions appearing on the screen. The answers obtained from the survey are immediately forwarded to the main server, hence continuously tracking data and the results.
The CAWI research surveys are designed in such a way that they are self- direction which results in moving the respondent through previous questions depending on their answers.
On the other hand, we have the CASI market research technique, which stands for Computer Aided Self-Evaluation Interviews. Here, also questions are presented in front of the screen and respondents are supposed to input through keyboard, mouse or any voice recognition software. In the CASI mode, it may be by SMS, MMS or WAP. In case of SMS mode, the respondent gets text message which consists of the questions to be answered by the text itself. Whereas, the WAP modes similar to that of CAWI.
The answer to both of these techniques are collected and stored electronically during the interview, ensuring secured realistic data. In the CASI technique, an interviewer is not present making it more private. There are two types of CASI- video CASI and audio CASI.
Hence both these methods have no data input costs, with reduced collection time and absolutely no input time. Data acquired is realistic with targeting a specific group of people like the working population or ones who surf the net.
KAD research focuses on giving the most reliable CASI and CAWI survey designs, ensuring efficient collection of data.