A Computer Aided Personal Interview (CAPI), also known as Computer-Assisted Personal Interviewing, is a modern face-to-face data collection method where interviewers use tablets, smartphones, or computers to record responses. Unlike traditional Paper and Pencil Interviews (PAPI), CAPI integrates technology to ensure higher data quality, faster processing, and real-time monitoring.
CAPI is widely used in market research, social surveys, impact evaluations, and government censuses. It combines the reliability of in-person interviews with the efficiency of digital tools, making it one of the most advanced survey methods today.
What Does CAPI Mean in Marketing and Research?
In marketing, CAPI surveys help companies collect consumer insights quickly and accurately. By using tablets or mobile devices, interviewers can capture responses, validate data instantly, and upload results to centralized servers. This reduces errors and speeds up decision-making.
CAPI belongs to the broader family of Computer-Assisted Interview Programs, which includes:
- CATI (Computer-Assisted Telephone Interviewing): Conducted via phone calls.
- CAWI (Computer-Assisted Web Interviewing): Conducted online via web forms.
- CASI (Computer-Assisted Self Interviewing): Respondents complete surveys themselves on a device.
How Does a Computer Aided Personal Interview Work?
- Conduct the Interview: The interviewer asks questions displayed on the device and records responses.
- Skip Patterns and Logic Checks: The software adjusts questions based on previous answers.
- Real-Time Validation: Errors or inconsistencies are flagged instantly.
- Data Upload: Responses are stored securely and uploaded to servers when internet access is available.
- Analysis and Reporting: Researchers analyze the data and generate actionable reports.
Advantages of CAPI
- High Data Quality: Automated logic checks, skip patterns, and validations reduce errors.
- Enumerator Monitoring: GPS, timestamps, and metadata ensure accountability.
- Real-Time Uploads: Data can be transmitted instantly for faster analysis.
- Efficiency: Saves time on data entry and cleaning compared to PAPI.
- Flexibility: Supports multimedia inputs like text, audio, images, and video.
- Multilingual Support: Enables surveys in multiple languages.
Disadvantages of CAPI
- Infrastructure Dependence: Requires electricity, internet, and reliable devices.
- Security Risks: Tablets and phones may be targets for theft in unsafe areas.
- Cost: Higher upfront costs for devices and software compared to paper surveys.
- Training Needs: Enumerators must be technologically competent.
- Respondent Concerns: Some participants may worry about data privacy.
Popular CAPI Software
- SurveyCTO (ODK platform) – widely used for development projects.
- CSPro (U.S. Census Bureau) – official census data collection tool.
- Blaise (Statistics Netherlands) – advanced survey programming.
- Dooblo SurveyToGo (Israel) – commercial survey platform.
- SurveyBe (UK) – flexible for economic development surveys.
- SurveySolutions (World Bank) – global impact evaluation tool.
Hardware Considerations for CAPI
- Tablet Size: 7–10 inches recommended for complex questionnaires.
- Storage: Minimum 1 GB RAM, expandable with SD cards.
- Screen: HD screens for multimedia surveys.
- GPS: Essential for enumerator monitoring.
- Battery Life: Long-lasting batteries or portable packs for fieldwork.
- Language Support: Devices must support non-Roman alphabets where required.
Computer Assisted Personal Interview Example
Imagine a market research survey in a shopping mall:
- An interviewer uses a tablet with CAPI software.
- The respondent answers questions about product preferences.
- The software skips irrelevant questions based on responses.
- GPS and timestamps confirm the interview location and duration.
- Data uploads instantly to the research company’s server for analysis.
FAQs
Q1. What is a CAPI survey?
A face-to-face interview where responses are recorded digitally using tablets or computers.
Q2. What does CAPI stand for in marketing?
Computer-Assisted Personal Interviewing, used to collect consumer insights efficiently.
Q3. How is CAPI different from CAWI and CASI?
- CAPI: Interviewer records responses in person.
- CAWI: Respondent completes survey online.
- CASI: Respondent self-completes survey on a device.
Q4. What are the advantages of CAPI over PAPI?
Real-time validation, faster uploads, reduced errors, and better monitoring.
Q5. Can CAPI work offline?
Yes. Many platforms allow offline data collection, which is later synced when internet access is available.
Q6. What are two types of computer assisted interview programs?
- CATI (Telephone-based).
- CAPI (Face-to-face digital recording).
Conclusion
The Computer Aided Personal Interview (CAPI) method is transforming survey research by combining the accuracy of face-to-face interviews with the efficiency of digital technology. While challenges like cost and infrastructure exist, the benefits of real-time validation, enumerator monitoring, and faster data analysis make CAPI a preferred choice for researchers, governments, and businesses worldwide.
Trending searches in 2026 include: “computer assisted personal interview example,” “CAPI survey,” “CAPI survey meaning,” “CAWI interview,” “CASI interview,” “what does CAPI stand for in marketing,” and “explain two types of computer assisted interview programs.” These highlight the growing global interest in digital survey methods as organizations seek reliable and efficient data collection solutions.
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