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동일방법편의(Common Method Bias)의 원인과 해결방안
박원우(Won-Woo Park),김미숙(Mee Sook Kim),정상명(Sang Myung Jeong),허규만(Kyu Mann Huh) 한국인사조직학회 2007 인사조직연구 Vol.15 No.1
Common method bias (CMB hereafter) is a methodological error that occurs when all variables of a research framework are measured by one common method (e.g., questionnaire). CMB causes a significant effect to an internal validity of the measurement. Therefore, CMB distorts the true relationship between variables and makes researchers lead to incorrect conclusion about the result. This paper first describes the meaning, effects, and causes of CMB. Then, with the review of papers published in Korean Management Review and Korean Journal of Management, the level of recognition of Korean researchers and their efforts to overcome CMB are described. Finally, remedies of CMB are shown in detail.<BR> Effects<BR> Variance of a measurement score can be classified into three types: Trait variance, method variance, and error variance. If every variable in research is measured by a common method, there would be covariance among method variances of the variables. This covariance can distort the true relationship among variables.<BR> After the review of 70 MTMM-related papers, Cote & Buckley (1987) asserted that only 41.7% of the variance of measurement can be explained by true trait. 26.3% and 32.0% of the total variance are resulted from method factors and random errors, respectively. However, Williams & Brown (1994) concluded that effects of CMB vary both in extent and in direction depending on research situations.<BR> Causes<BR> Basically, CMB occurs when predictor and criterion variables are obtained from the same source or rater. It, however, can be caused by the measurement itself as well. As for method effects by characteristics of raters, they are caused by the artifactual covariance between predictor and criterion variables. Specific causes of the artifactual covariance can be social desirability, consistency motif, implicit theory, and personal traits. Causes of CMB within the measurement itself are also related to measurement items and measurement contexts. Specifically, characteristics of measurement items such as item complexity and ambiguity, scale format, scale anchor, and negatively-worded item may cause CMB. In addition, measurement contexts, the time and the place of measurement are also likely to cause CMB.<BR> Validity of Self Report<BR> Due to numerous problems including CMB, there have been unceasing disputes over the use of self-report survey as a measurement instrument. Although self-report surveys have many serious problems, it is not wise just to avoid them when we take efficiency and effectiveness of self-report surveys into consideration. Therefore, we need to investigate other solutions rather than just to avoid self-report survey in order to overcome CMB.<BR> Phenomenon in Korean Academic Society of Business<BR> We reviewed 460 papers published in Korean Management Review for past 10 years and 167 papers published in Korean Journal of Management from 1992 to 2005 to evaluate how many researchers in Korea have recognized and tried to overcome CMB. By reviewing papers published in Korean Management Review, we found that more researchers in the areas of human resource management and organization behavior than other areas such as marketing and management information system did recognize the effects of CMB. By reviewing papers published in Korean Journal of Management, we found that although many recognized the effects of CMB, few actually tried to overcome them.<BR> Remedies<BR> Even though it is impossible to perfectly remove CMB, there exist various ways to detect and control it. By and large CMB can be overcome in the stages of research design, data collection, and/or statistical analysis.<BR> In the stage of research design, CMB can be controlled by using distinct measurement instruments, the temporal, proximal, psychological, and methodological separati 본 논문은 최근 들어서 중요한 방법론상의 이슈로 부각되고 있는 동일방법편의의 정의, 영향, 원인, 및 해결방안을 다루고 있다. 동일방법편의란 독립변수와 종속변수를 동일한 측정도구와 응답원에 의해 측정하였을 경우에 발생하는 오류다. 이는 측정의 타당도에 심각한 영향을 미쳐 연구모형 내 변수간 관계의 정도를 증가시키거나 감소시켜 연구결과를 왜곡한다.<BR> 동일방법편의가 발생하는 원인은 일관성 유지 동기, 사회적 바람직성 등 응답자의 심리적 특성에 가장 직접적인 원인이 있다. 또한 이는 설문항목 자체의 특성이나 측정상황 등에 의해 그 효과가 더 커진다. 그러나 동일방법편의의 문제를 해결하기 위해 자기보고법의 사용을 무조건 회피하는 것은 자기보고법의 이점을 고려할 때 반드시 바람직한 것은 아니다.<BR> 한편, 본 논문에서는 국내 연구자들의 동일방법편의에 대한 인식수준의 추이와 현황을 알아보기 위해 경영학연구 및 인사ㆍ조직연구에 게재된 논문을 살펴보았다. 그 결과 경영학 내 여타 분야에 비해 인사ㆍ조직 분야에서의 동일방법편의에 대한 인식수준이 상대적으로 높은 것으로 드러났다. 그러나 동일방법편의를 해결하기 위한 노력은 여전히 크게 미흡하다.<BR> 동일방법편의를 해결하기 위한 가장 좋은 방법은 각 변수의 측정방법과 응답원을 달리하는 것이다. 그러나 현실적으로는 이러한 분리가 불가능한 경우가 많기에, 본 논문에서는 연구설계 단계, 설문지 작성 단계, 통계처리 단계에서 연구자가 사용하는 통계기법에 따라 동일방법편의의 문제를 해결할 수 있는 적절한 방법을 소개한다.
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