The role of C-OAR-SE in marketing measurement
Abstract
Purpose
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.
Design/methodology/approach
This is a theoretical paper.
Findings
The paper identifies challenging steps in the practical application of C-OAR-SE and suggests that these can be overcome by developing detailed guidelines.
Research limitations/implications
Improving marketing measurement practice is of importance to marketing scholars.
Originality/value
The paper suggests how measure development could be structured in a manner that would reduce the subjective element of content validity assessment.
Keywords
Acknowledgements
The author is indebted to Tobias Langner and Anne W. Mägi who provided constructive feedback on an earlier version of this paper.
Citation
Bergkvist, L. (2016), "The role of C-OAR-SE in marketing measurement", European Journal of Marketing, Vol. 50 No. 11, pp. 1953-1958. https://doi.org/10.1108/EJM-10-2016-0548
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited