Technology & Research Tools Flashcards

What does CATI stand for in the context of market research data collection?

Answer: Computer-Assisted Telephone Interviewing

CATI (Computer-Assisted Telephone Interviewing) is a data collection method where interviewers conduct surveys via phone while entering responses directly into a computer system.

Which type of software is most commonly used by research firms to manage online survey panels and respondent databases?

Answer: Panel Management Software

Panel management software is specifically designed to recruit, manage, track, and maintain online survey panels and respondent databases for research firms.

A researcher wants to analyze open-ended survey responses at scale. Which technology category is best suited for this task?

Answer: Natural Language Processing (NLP) tools

NLP tools can automatically categorize, code, and extract themes from large volumes of open-ended text responses, making them ideal for qualitative text analysis at scale.

Which research technology platform is specifically designed to facilitate online focus group discussions with geographically dispersed participants?

Answer: Virtual qualitative research platforms

Virtual qualitative research platforms (e.g., QualBoard, Recollective) are designed to host online focus groups, allowing moderators and participants to interact asynchronously or synchronously regardless of location.

What is the primary advantage of using CAPI (Computer-Assisted Personal Interviewing) over traditional paper-based surveys?

Answer: It automatically skips irrelevant questions via programmed logic

CAPI systems use skip logic and branching programmed into the software, ensuring interviewers only ask relevant questions and reducing data entry errors compared to paper-based methods.

Which of the following best describes a syndicated data service in market research?

Answer: A shared research database sold by subscription to multiple clients

Syndicated data services (e.g., Nielsen, IRI) collect and sell standardized research data to multiple subscribers, providing cost-effective access to broad market intelligence.

When using data visualization tools in research reporting, what is the primary purpose of interactive dashboards?

Answer: To allow stakeholders to explore data and filter findings dynamically

Interactive dashboards empower stakeholders to drill into specific segments, apply filters, and explore data on demand, enabling more personalized and actionable insights without requiring a new report for each query.