Is common method variance a “deadly plague”? Unsolved contention, fresh insights, and practical recommendations

doi:10.3724/SP.J.1042.2019.00587

Abstract

Abstract:

Common method variance (CMV) is a form of systematic variance attributed to similarities of measurement method facets between constructs. It has potential to distort observational correlations and thus elicits common method bias (CMB). Although it has been noted repeatedly in social science research for almost 60 years, its threat to research validity hasn’t been overwhelmingly acknowledged and remains to be scrutinized. Extant empirical evidence has demonstrated the ubiquity of CMV and identified distinct factors triggering CMB, including data source, time interval, and questionnaire design. As a result, cross-sectional self-reporting surveys are particularly subjected to extensive criticism. Nonetheless, some researchers contend that measurement error and uncommon method variance can offset or alleviate the underlying detriment so that pervasive anxiety regarding CMV is exaggerated and unjustified. The measure-centric approach underlines that CMV originates from the interplay between methods and constructs, and the two-dimensional CMV risk evaluation procedure should be conducted with simultaneous consideration of method and construct. From our view, it is preferable to cultivate a balanced and impartial attitude towards CMV, embrace its existence, discard the prejudice against self-reporting, and, above all, take proactive countermeasures based on the optimization of research design.

Key words: common method variance, common method bias, self-reporting, research design, validity

CLC Number:

B841

ZHU Haiteng, LI Chuanyun. Is common method variance a “deadly plague”? Unsolved contention, fresh insights, and practical recommendations[J]. Advances in Psychological Science, 2019, 27(4): 587-599.

Figures/Tables 3

References 68

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风险源	评分范围	说明
方法维度
数据来源	-4~4	完全自我报告计4分, 数据来源不同计-4分
测量时间	-3~3	一次性完成计3分; 时间间隔越长, 评分越低, 如间隔2天可计-1分, 间隔1周可计-2分
量表格式和选项	-2~2	两个变量采用完全相同的格式和选项, 计2分; 差异越大, 评分越低
变量维度
是否属于感知类	-2~2	两个变量均为感知类变量, 计2分; 至少一个不属于感知类变量, 计-2分
抽象性	-2~2	两个变量都非常抽象或模糊, 计2分; 至少一个比较具体, 计-2分
社会赞许性	-2~2	两个变量都有明显的社会赞许性, 计2分; 至少一个社会赞许性较低, 计-2分

风险源	评分范围	说明
方法维度
数据来源	-4~4	完全自我报告计4分, 数据来源不同计-4分
测量时间	-3~3	一次性完成计3分; 时间间隔越长, 评分越低, 如间隔2天可计-1分, 间隔1周可计-2分
量表格式和选项	-2~2	两个变量采用完全相同的格式和选项, 计2分; 差异越大, 评分越低
变量维度
是否属于感知类	-2~2	两个变量均为感知类变量, 计2分; 至少一个不属于感知类变量, 计-2分
抽象性	-2~2	两个变量都非常抽象或模糊, 计2分; 至少一个比较具体, 计-2分
社会赞许性	-2~2	两个变量都有明显的社会赞许性, 计2分; 至少一个社会赞许性较低, 计-2分