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| Author: | Rossiter, J.R. |
| Title: | Marketing measurement revolution: the C-OAR-SE method and why it must replace psychometrics |
| Journal: | European Journal of Marketing
2011 : VOL. 45:11-12, p. 1561-1588 |
| Index terms: | marketing measurement methodology |
| Language: | eng |
| Abstract: | This paper aims to compare and contrast Churchill's procedure with Rossiter's content-validity approach to measurement, called C-OAR-SE. The comparison of the two procedures is by rational argument and forms the theoretical first half of the paper. It is found that the C-OAR-SE method differs from Churchill's method by arguing for total emphasis on achieving high content validity of the item(s) and answer scale etc. |
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