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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.
© Emerald Group Publishing Limited
2016
Emerald Group Publishing Limited
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