Common method bias is a potentially serious methodological problem in research in
marketing. Several statistical remedies have been proposed in the literature, and used by …

MacKenzie and Podsakoff (M&P) have written a very useful guide for researchers in retailing
and marketing on how to deal with the problem of common method bias in survey research …

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 …

In this article we discuss and analyze the critical issues related to common method variance
(CMV) that are particularly relevant to advertising research and recommend best practices …

Common methods bias is a well‐documented phenomenon observed in research based on
self‐reported measures. The fact that multiple constructs are measured using common …

There are enduring misconceptions in the marketing and management literature about the
potential biasing effects of Common Method Variance (CMV). One belief is that the biasing …

This article highlights the sources and some consequences of common method variance
(CMV) bias in marketing research. It summarizes four prominent methods of examining the …

The marketing discipline is repeatedly criticized for overreliance on a small set of
quantitative methods which has the potential to delimit the scope of inquiries and introduce …

Consumer research suffers from a lack of respect for data. Researchers routinely fail to
report full experiments that do not produce expected results and often eliminate alleged …

One research function is proposing new scientific theories; another is testing the falsifiable
predictions of those theories. Eventually, sufficient observations reveal valid predictions. For …