Common method bias in applied settings: The dilemma of researching in organizations

Authors are experiencing increasing competition for their articles to be published. One way of ensuring their work is given the best chance of being published is to underpin their research with rigorous methods that are characterized by robustness, accuracy and reliability. A common factor that can stymie research rigour is common method bias. Our aim in this article is to outline the nature of, concerns about and examine reasons why researchers still conduct studies that are susceptible to common method bias. We also provide some solutions for avoiding or managing common method bias concerns. In doing this, we acknowledge the substantial work that has been produced on this topic to date and, therefore, focus our contribution specifically on issues that affect research in applied and managerial settings. JEL Classification: C90, D23