Avoiding measurement dogma: a response to Rossiter
Abstract
Purpose
This paper aims to respond to John Rossiter's call for a “Marketing measurement revolution” in the current issue of EJM, as well as providing broader comment on Rossiter's C‐OAR‐SE framework, and measurement practice in marketing in general.
Design/methodology/approach
The paper is purely theoretical, based on interpretation of measurement theory.
Findings
The authors find that much of Rossiter's diagnosis of the problems facing measurement practice in marketing and social science is highly relevant. However, the authors find themselves opposed to the revolution advocated by Rossiter.
Research limitations/implications
The paper presents a comment based on interpretation of measurement theory and observation of practices in marketing and social science. As such, the interpretation is itself open to disagreement.
Practical implications
There are implications for those outside academia who wish to use measures derived from academic work as well as to derive their own measures of key marketing and other social variables.
Originality/value
This paper is one of the few to explicitly respond to the C‐OAR‐SE framework proposed by Rossiter, and presents a number of points critical to good measurement theory and practice, which appear to remain underdeveloped in marketing and social science.
Keywords
Citation
Rigdon, E.E., Preacher, K.J., Lee, N., Howell, R.D., Franke, G.R. and Borsboom, D. (2011), "Avoiding measurement dogma: a response to Rossiter", European Journal of Marketing, Vol. 45 No. 11/12, pp. 1589-1600. https://doi.org/10.1108/03090561111167306
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited