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Common Method Bias in Marketing: Causes,Mechanisms, and Procedural Remedies
Authors:Scott B. MacKenzie  Philip M. Podsakoff
Affiliation:1. Department of Marketing, Kelley School of Business, Indiana University, Bloomington, IN 47405, United States;2. Department of Management at the Kelley School of Business, Indiana University, Bloomington, IN 47405, United States
Abstract:There is a great deal of evidence that method bias influences item validities, item reliabilities, and the covariation between latent constructs. In this paper, we identify a series of factors that may cause method bias by undermining the capabilities of the respondent, making the task of responding accurately more difficult, decreasing the motivation to respond accurately, and making it easier for respondents to satisfice. In addition, we discuss the psychological mechanisms through which these factors produce their biasing effects and propose several procedural remedies that counterbalance or offset each of these specific effects. We hope that this discussion will help researchers anticipate when method bias is likely to be a problem and provide ideas about how to avoid it through the careful design of a study.
Keywords:&ldquo  Research Dialog&rdquo   on common method bias   Research methods in retailing
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