Bias breakdown
Research output: Journal Publications and Reviews › RGC 62 - Review of books or of software (or similar publications/items) › peer-review
Author(s)
Detail(s)
| Original language | English |
|---|---|
| Pages (from-to) | 24-26 |
| Journal / Publication | Marketing Research |
| Volume | 19 |
| Issue number | 1 |
| Publication status | Published - Mar 2007 |
| Externally published | Yes |
Link(s)
Abstract
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.
Citation Format(s)
Bias breakdown. / Malhotra, Naresh K.; Patil, Ashutosh; Kim, Sung S.
In: Marketing Research, Vol. 19, No. 1, 03.2007, p. 24-26.
In: Marketing Research, Vol. 19, No. 1, 03.2007, p. 24-26.
Research output: Journal Publications and Reviews › RGC 62 - Review of books or of software (or similar publications/items) › peer-review
