This paper aims to offer a comment on Rossiter’s C-OAR-SE article and suggests future developments for the practical application of C-OAR-SE that would promote its usage and acceptance among marketing scholars.
This is a theoretical paper.
The paper identifies challenging steps in the practical application of C-OAR-SE and suggests that these can be overcome by developing detailed guidelines.
Improving marketing measurement practice is of importance to marketing scholars.
The paper suggests how measure development could be structured in a manner that would reduce the subjective element of content validity assessment.
The author is indebted to Tobias Langner and Anne W. Mägi who provided constructive feedback on an earlier version of this paper.
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