Comment on "Common method bias in marketing: causes, mechanisms, and procedural remedies
Baumgartner, Hans Weijters, Bert
Baumgartner, Hans
Weijters, Bert
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2012
Journal
Journal of Retailing
Book
Publication Volume
88
Publication Issue
4
Publication Begin page
563
Publication End page
566
Publication Number of pages
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Abstract
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. We applaud their effort to provide procedural remedies that can be implemented before the data are collected in an attempt to counter satisficing and prevent the damaging effects of method bias in survey data. In this comment we identify several issues that merit further research, including the need to formulate a multi-motive model of survey response, the need to identify determinants of method bias other than satisficing, the need to evaluate the relative importance of different sources of method bias (as well as in-depth research on the major sources), the need for more extensive pretesting before administering a survey, and the challenge of how to enhance systematic processing in the age of internet panels.
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Keywords
Marketing & Sales