CAPI - Computer Aided Personal Interview

MRUC is committed to ensure we understand consumer needs and fulfill them. MRUC adopts latest research methodology and processes to remain relevant to the consumers and shorten the turnaround time. To achieve these goals, we organize user body meetings, study and scrutinize global research methods, carry out pilots to assess feasibility and suitably adopt them for Indian conditions.

Any change in interviewing method, stimulus or question wording has the potential to influence the respondent and cause changes in his / her response. MRUC being an industry body, needs to assess possible impact of these changes on its estimates and device appropriate methods to ensure that

• It doesn't change media estimates drastically
• It doesn't impact comparability with past rounds

IRS CAPI experiment

Globally, advanced countries use Computer Aided Personal Interviews (CAPI) for conducting readership research. There are quite a few advantages of using CAPI. Major benefits of using CAPI are listed below

• Reduces market turnaround time by eliminating many processes.
• Reduces questionnaire printing and storage costs.
• Data is stored in analysis format, so no data punching required
• Scrutiny program can check data in real time to ensure data accuracy and consistency.
• Enhances data quality
• Reduces Interviewer's burden by automatically routing the questionnaire flow.
• Provides fieldwork status more frequently due elimination of courier, punching etc.

MRUC is conducting the CAPI pilot in Pune on the matched sample of 1537 in each panel.

• Panel 1: IRS Round 18 face-to-face survey
• Panel 2: CAPI pilot with IRS R18 questionnaire

 * R18 fieldwork - Jan '07 - Jun '07