Market research glossary
New to the market research world? Keen researcher looking to brush up on your terminology? The FieldworkHub glossary is here to help you understand common methods and concepts used across the industry, so you can gain better understanding of the tools we use that drive smarter business decisions.
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CAPI (Computer Assisted Personal Interviewing)
Computer Assisted Personal Interviewing (CAPI) is an interview method where the interviewers talk face-to-face with the respondents but follow an electronic script with built in routing on a tablet computer, typing in the respondent’s answers to each question as the interview proceeds. CAPI can be more efficient in terms of data entry than traditional pen and paper techniques and ensures that the correct question (based on the respondent’s previous answers) is always presented to the interviewer.