CAPI

Computer-Assisted Personal Interviewing in market research is a method where interviewers use a computer or tablet to conduct face-to-face interviews. The interviewer reads questions from the device and directly inputs the responses. This technique improves data accuracy, ensures consistency in questioning, and speeds up data collection and processing. CAPI is often used in surveys that require visual aids, complex questionnaires, or in locations where telephone or online surveys are impractical. It combines the personal interaction of traditional interviews with the efficiency and reliability of digital data entry.