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Erschienen in:
2012 | OriginalPaper | Buchkapitel
Using Multi-Informant Designs to Address Key Informant and Common Method Bias
verfasst von : Christian Homburg, PhD, Martin Klarmann, PhD, Dirk Totzek, PhD
Erschienen in: Quantitative Marketing and Marketing Management
Verlag: Gabler Verlag
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The important key informant and common method problems in survey research are taken up in this article. The authors focus on the question how researchers can rely on multiinformant designs in order to limit the threats of key informant and common method bias on the validity and reliability of survey research. In particular, they show how researchers can effectively design studies that employ multiple informants and how multi-informant data can be aggregated in order to obtain more accurate results than can be obtained with single informant studies.