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Keywords: Content validity
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Journal Articles
Measurement in the social sciences: where C-OAR-SE delivers and where it does not
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2016) 50 (11): 1942–1952.
Published: 14 November 2016
... a scientific theory and is bound to perpetuate, if not aggravate, the fundamental flaws in current measurement practice. While C-OAR-SE indeed helps generate more content valid instruments, the procedure offers no insights as to whether these instruments work properly to be used in research and practice...
Journal Articles
Marketing measurement revolution: The C‐OAR‐SE method and why it must replace psychometrics
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2011) 45 (11-12): 1561–1588.
Published: 15 November 2011
...John R. Rossiter Purpose New measures in marketing are invariably created by using a psychometric approach based on Churchill's “scale development” procedure. This paper aims to compare and contrast Churchill's procedure with Rossiter's content‐validity approach to measurement, called C‐OAR‐SE...
