Common Method Variance in Advertising Research: When to Be Concerned and How to Control for It

被引：198
作者：
Malhotra, Naresh K. [1 ,2 ]
Schaller, Tracey King [3 ]
Patil, Ashutosh [4 ]
机构：
[1] Georgia Inst Technol, Georgia Tech CIBER, Atlanta, GA 30308 USA
[2] Georgia Inst Technol, Scheller Coll Business, 800 West Peachtree St NW, Atlanta, GA 30308 USA
[3] Georgia Gwinnett Coll, Sch Business, Mkt, Lawrenceville, GA USA
[4] Univ Missouri, Robert J Trulaske Sr Coll Business, Mkt, Columbia, MO USA
来源：
JOURNAL OF ADVERTISING | 2017年 / 46卷 / 01期
关键词：
SELF-REPORTED AFFECT; MULTITRAIT-MULTIMETHOD MATRICES; ASSESSING CONSTRUCT-VALIDITY; CFA MARKER TECHNIQUE; METHOD BIAS; ORGANIZATIONAL-RESEARCH; BIG; PROCEDURAL REMEDIES; BEHAVIOR RESEARCH; RESEARCH DESIGNS;
D O I：
10.1080/00913367.2016.1252287
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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 for assessing the effects of CMV in this domain. Specifically, we cover the development of CMV as a domain-specific methodological concern and the underlying sources of CMV that are likely to operate in cross-sectional survey-based studies in the field of advertising. We discuss in detail the available procedural and statistical techniques that can be applied to control for and/or measure the effects of sources of CMV in a single study and across research domains. In addition, we provide a critical look at how these techniques have been employed in past research and make recommendations for future examinations of CMV in advertising research.
引用
收藏
页码：193 / 212
页数：20
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