Common method bias is a potentially serious methodological problem in research in marketing. Several statistical remedies have been proposed in the literature, and used by academic researchers. MacKenzie and Podsakoff (2012) identify the causes of common method bias, and then provide a set of procedural remedies that might prevent the occurrence of the problem. In this commentary, we expand on their contribution by articulating the different types of measurement error that could occur in survey research, how a procedural remedy might simultaneously affect more than one type of error, and how common method bias might manifest itself in the domain of stimulus-centered measures
