Comment on "Common method bias in marketing: causes, mechanisms, and procedural remedies
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Publication type
Vlerick strategic journal articlePublication Year
2012Journal
Journal of RetailingPublication Volume
88Publication Issue
4Publication Begin page
563Publication End page
566
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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.Keyword
Marketing & SalesKnowledge Domain/Industry
Marketing & Salesae974a485f413a2113503eed53cd6c53
10.1016/j.jretai.2012.10.003