Using Multi-Informant Designs to Address Key Informant and Common Method Bias

Christian Homburg, Martin Klarmann and Dirk Totzek
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Christian Homburg: University of Mannheim
Martin Klarmann: Karlsruhe Institute of Technology (KIT)
Dirk Totzek: University of Mannheim

Chapter 4 in Quantitative Marketing and Marketing Management, 2012, pp 81-102 from Springer

Abstract: Abstract The important key informant and common method problems in survey research are taken up in this article. The authors focus on the question how researchers can rely on multiinformant designs in order to limit the threats of key informant and common method bias on the validity and reliability of survey research. In particular, they show how researchers can effectively design studies that employ multiple informants and how multi-informant data can be aggregated in order to obtain more accurate results than can be obtained with single informant studies.

Keywords: Organizational Survey Research; Survey Designs; Common Method Bias; Key Informant Bias (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-3722-3_4

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DOI: 10.1007/978-3-8349-3722-3_4

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