The C-OAR-SE procedure for scale development in marketing: A comment
نویسنده
چکیده
This note raises some issues on the C-OAR-SE procedure for scale development in marketing recently proposed by Rossiter [Rossiter, J.R. (2002). The C-OAR-SE procedure for scale development in marketing. International Journal of Research in Marketing, 19, 305–335.]. Specifically, it identifies some potentially problematic areas under the various steps of C-OAR-SE and also questions the procedure’s sole reliance on content validity. The objective is to generate further debate on C-OAR-SE as an effective approach for scale development efforts. D 2004 Elsevier B.V. All rights reserved.
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