Using CAPI software and systems for large surveys assures the increase of cost effectiveness and decrease of coding and data-entry mistakes, as data need to be only transcribed once. Moreover, automated procedures such as response checking can immediately advise on common transcription errors. In the case of the device being hooked up to the internet or WAN, results can be immediately transferred to the research office for admin or analysis.
Instead of entering responses on paper, an interviewer fills the responses of the interviewee directly into a purpose-built computer program on a small device or a laptop.
Using CD technology in conjunction with the interviewing software, multimedia allows for the inclusion of audio - visual material within the context of the interview. Video-clips, with sound, can be played, which makes advertising awareness; for example, they retrieve respondent's own experience of a commercial.
However, the advantages do not just include moving images. Company logos, magazines, brochure, pictures and photographs can all be used.
