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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: | reliability marketing research marketing measurement method study |
| Language: | eng |
| Abstract: | This study aims to compare and contrast Churchill's "scale development" procedure with Rossiter's content-validity approach to measurement, called C-OAR-SE. The C-OAR-SE method is unlike from Churchill's method by arguing for emphasizing high content validity of the item(s) and answer scale - the prerequisite for anything else; using single-item measures for "basic" constructs and for the first-order components of "abstract" ones; abandoning the "reflective" measurement scheme, along with relating statistical techniques of factor analysis and coefficient alpha, as all abstract constructs must be measured as "formative"; and abandoning methods of external validation, notably multitrait-multimethod analysis (MTMM) and structural equation modeling (SEM), and replacing them with internal content-validation of the measure itself. The C-OAR-SE method is demonstrated to be able to be employed by any verbally intelligent researcher. However, less confident researchers may need the assistance of one or two colleagues fully understanding the new method. |
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