Welcome to the desert of the real: reality, realism, measurement, and C-OAR-SE

Purpose – This article provides a balanced commentary on Rossiter’s paper ‘How to use C-OAR-SE to design optimal standard measures’ in this issue of the ‘European Journal of Marketing’. It also relates the comments in general to Rossiter’s other COAR- SE work, and throws light on a number of key mea...

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Bibliographic Details
Main Authors: Nick Lee, John Cadogan
Format: Default Article
Published: 2016
Subjects:
Other commerce, management, tourism and services not elsewhere classified
Psychometrics
Realism
Measurement
Validity
Business and Management not elsewhere classified
Online Access:https://hdl.handle.net/2134/22933
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