Marketing research is a broad concept that is divided into several methods such as quantitative research, quantitative research, b2b research & CATI research. If we talk about CATI research, CATI stands for Computer Assisted Telephone Interviewing. In simple words, the CATI works virtually by interviewing on phone calls asking structured questions, or simply answering questions on the computer screen. Any questionnaire complex survey logic is handled by the CATI program.
The process is effective due to living response recording which doesn't need to sort or data entry kind of activities. The interviewing process is made quicker & easier because data is entered as it is obtained & pre-structured.