CAMI

Posted by Simone Militzer on October 8th, 2007 at 1:23pm

cami.jpgA new trend in the market research branch to collect data is CAMI. CAMI means Computer Assited Mobile Interviewing and is one modern method of mobile data collection which uses cellular phone network and the internet technology. The respondent receives answers directly at his mobile end device. It is also known as Palmtop-assisted self-interviewing [PASI].


Some years ago it was problematic to use handheld computers for market research projects. The graphical demonstration was bad and the transmission capacity was not effectual. Today the technology is advanced. Data compression and special software enables the transformation of online questionnaires in special formats for Blackberries, Palmtops, smartphones or mobile phones.
There are three simple steps of the procedere. At first a respondent receives an SMS from a server to a specific time. Secondly, the participant activates the hyperlink inside the SMS on his handheld computer and looks for the questionnaire. Finally, after responding to the questions, the questionnaire is closed.
Why is it so advantageous to use Handheld Computers?

  • It’s comfortable and has easy and quick handling.
  • All collected data are directly available.
  • There is no interviewer bias.
  • It’s cost-effective. You save money and time.
  • There is no time limit.
  • You can use it everywhere.
  • You can better reach difficult target groups like managers or specialists.
  • You can use muldimedial modules, with pictures, videos and audiofunction.
  • Some devices have extra features like voice recorders, digital cameras, bar code scanner or keyboards for different problems.

There are also some disadvantages. There could be problems such as inadequate acceptance of the man-machine-dialog; or technical difficulties.
Data collection with Pocket PCs also offers other widespread interesting perspectives. It’s for example also useful for face-to-face interviews at exhibitions, at POS, for Mystery Shopping or car clinics. It could also be used for surveys in buses or trains.
CAMI, along with PAPI, CAPI or CAWI, is another good method for data collcetion. Have a closer look and maybe new opportunities for your projects will arise.
For more information check out:

mQest.info
targetgroup.de
sport.uni-stuttgart.de/wettkampfangst/index.php?id=71
marketing.wiso.uni-erlangen/newsletter-50

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