CADAC methods in market research

Abstract

The informatic revolution had a consequence: the fast development of market research methods. In the 80's a new group of market research methods called CADAC (Computer Assisted DAta Collection) was developed. Computer assisted interviewing has become rapidly popular partly because it provides better data quality and data analysis than traditional methods. CADAC methods can be divided into three main categories: CATI method "Computer Assisted Telephone Interviewing", Internet surveys (e-mail survey, news groups, CAWI method), ICDC "Integrated Computer-Assisted Data Collection". This paper presents the main characteristics of CADAC methods, and compares the most important methodological factors of each method.