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CATI for B2B Research: When Business Audiences Need a Live Interviewer
Methodology Paper No. 1452026 Edition
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Silhouette of a business professional on a phone call. Credit: Peggy Anke / Unsplash. License: Unsplash License. Use the hero only alongside this paper; honor the image’s own license.
Abstract
A vendor-neutral methodology for when telephone (CATI) beats self-administered online panel for B2B research — the self-administered ceiling for senior and low-incidence business audiences, the three jobs only a live interviewer does, screening that needs human judgment, the ledger of what an interviewer adds and costs, when online panel is the better call, and where a study crosses from one mode to the other. Grounded in West & Blom on interviewer effects and Jäckle, Roberts & Lynn on mode effects, the ICC/ESOMAR Code, and ISO 20252.
Suggested headline & dek
CATI for B2B Research: When Business Audiences Need a Live Interviewer
The self-administered ceiling for senior and low-incidence business audiences, the three jobs only a live interviewer does, screening that needs human judgment.
Edit for your house style, but please keep the meaning intact (no material modification) and credit CatalystMR with a canonical link back.
Cite this
APA
CatalystMR Research Team. (2026). CATI for B2B Research: When Business Audiences Need a Live Interviewer (Methodology Paper No. 145). CatalystMR. https://www.catalystmr.com/insights/methodology-papers/cati-for-b2b-research/
BibTeX
@techreport{catalystmr_mp145,
author = {{CatalystMR Research Team}},
title = {CATI for B2B Research: When Business Audiences Need a Live Interviewer},
institution = {CatalystMR},
type = {Methodology Paper},
number = {No. 145},
year = {2026},
url = {https://www.catalystmr.com/insights/methodology-papers/cati-for-b2b-research/}
}
RIS
TY - RPRT
AU - CatalystMR Research Team
TI - CATI for B2B Research: When Business Audiences Need a Live Interviewer
T2 - CatalystMR Methodology Papers
PB - CatalystMR
PY - 2026
M1 - No. 145
UR - https://www.catalystmr.com/insights/methodology-papers/cati-for-b2b-research/
ER -
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