Exploring Common Method Variance in Analytics Research in the Indian Context: A Comparative Study with Known Techniques

Abstract

The correlational marker technique by Lindell and Whitney for controlling method variance by adding an unrelated variable in the study is gaining a rage of debate and demands analysis study. This article explores common method variance in HR analytics research made in the Indian context. The study makes a comparative study upon common method variance with three known techniques. In our study, we test the biases in the HR analytics data using Harman’s single-factor test, the common latent factor technique and the comprehensive confirmatory factor analysis marker approach. Common method variance was tested through Analysis of Moment Structures, version 21.0, by adding an unrelated variable. This article explains the implementation and testing of a marker variable and its impact in comparison to other practices for bias testing. The article also discusses the importance of selecting a marker variable in the questionnaire while collecting data.