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The Key Challenge in Behavioural Research


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In this webinar, Dr. Esther Tippmann will explain the Common Methods Bias - a well-documented phenomenon observed in research based on self-reported measures.
We often use surveys in which respondents are asked about their perceptions, feelings, attitudes or beliefs. Under certain circumstances such self-reported data can suffer from severe quality issues. It is the aim of this webinar to introduce some of these and discuss effective survey design remedies.

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The Key Challenge in Behavioural Research

  1. 1. The Key Challenge in Behavioural Research Understand the Issue and Uncover the Solution Welcome
  2. 2. Housekeeping • The recording and slides for today’s presentation will be made available to you through email after the webinar commences • Use the chat bar to ask questions • Join the conversation on Twitter by tweeting @Qualtrics
  3. 3. Agenda • Introduction • Common Method Bias - Explained • Common Method Bias - Sources • Remedies to Solve Common Method Bias
  4. 4. Dr. Esther Tippmann Lecturer at the Department of Management University College Dublin Elena Sugrue Academic Account Executive Qualtrics
  5. 5. We often use self-report surveys  Respondent reads the question and selects a response without researcher interference  Involves asking about respondent’s behaviours, feelings, attitudes, beliefs, etc. Self-report surveys often have data quality issues
  6. 6. Common method bias as one data quality issue Bias attributable to measurement method:  Respondents have a tendency to answer questions in a consistent manner  Can cause systematic measurement error Concern most severe if: Data on both the outcome variable (dependent variable such as performance indicators) and explanatory variable (such as activities, behaviours, beliefs, attitudes) at the same time from the same respondent (Source: Podsakoff, MacKenzie, Lee & Podsakoff (2003) Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5): 879-903)
  7. 7. Common method bias may inflate covariation among variables Relationship in data collected from a single respondent  Concern of common method bias Relationship in data collected from two respondents (One respondent reports outcome variable, another explanatory variable) (For example: Podsakoff, MacKenzie & Podsakoff (2012) Sources of method bias in social science research and recommendations on how to control it. Annual Review of Psychology, 63(8): 539-569)
  8. 8. Research design remedies to solve common method bias • Collect information for key constructs at different points in time • Questionnaire design • Using multiple respondents (sources) to collect information for key constructs 1st respondent reports on outcome variable 2nd respondent reports on explanatory variables
  9. 9. Multiple respondents and pairing surveys
  10. 10. Multiple respondents and pairing surveys
  11. 11. Reducing Bias in Survey Responses: The Role of Randomisation Problem: • Selecting the first reasonable option is one of the strategies employed by respondents that are not engaging in the optimal process of responding to a question Solution: 1. Answer choice randomisation (fixed display and subsets) 2. Block randomisation 3. Question randomisation
  12. 12. Label Anchors Different question types Different ways question types Different anchor points Order of labels
  13. 13. Q&A
  14. 14. Thank You!