EconPapers    
Economics at your fingertips  
 

Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies

Scott B. MacKenzie and Philip M. Podsakoff

Journal of Retailing, 2012, vol. 88, issue 4, 542-555

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: “Research Dialog” on common method bias; Research methods in retailing (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations View citations in EconPapers (19) Track citations by RSS feed

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0022435912000681
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:88:y:2012:i:4:p:542-555

Access Statistics for this article

Journal of Retailing is currently edited by A. Roggeveen

More articles in Journal of Retailing from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

 
Page updated 2018-05-05
Handle: RePEc:eee:jouret:v:88:y:2012:i:4:p:542-555