Bias breakdown

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 levels of CMV in data (namely, the traditional multitrait-multimethod procedure, the confirmatory factor analysis-based multitrait-multimethod technique, Harman's single-factor test, and the marker-variable technique), and points out the distinct advantages of using the marker-variable technique. The article also sheds light on the debate regarding the extent of bias in marketing research.