Common Method Variance in Advertising Research: When to Be Concerned and How to Control for It
本文讨论了广告研究中共同方法变异（CMV）的关键问题，分析了其来源，并推荐了控制和测量CMV效应的程序性与统计技术，对从事广告问卷调查的研究者具有指导意义。
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.