Interviewers in Computer Assisted Telephone Interviews: A Standardization Controversy

Wojciech Jablonski


Standardized interviewing, now practiced in all sectors of the survey industry, sometimes causes communication problems between the interviewer and the respondent. This paper presents qualitative data collected from computerassisted telephone interviewing (CATI) interviewers and CATI studio managers. It shows how a poor interview script design and clients’ inflexibility can lead interviewers to deviate from the script and to switch to uncontrolled conversational interviewing.


standardization; interviewers; telephone surveys; CATI

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