Measurement for the Social Sciences: The C-OAR-SE Method and Why It Must Replace Psychometrics

By John R. Rossiter. 2010

188 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/44c207ba149cbb3753caa86570f331e7cb983226

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Citations in the corpus

Logo design in marketing communications: Brand logo complexity moderates exposure effects on brand recognition and brand attitude (2016, background): “Rossiter (2011) and Smit, Neijens, and Heath (2013) indicated that single-item measures are sufficient to measure specific constructs.”
Appropriate use of single-item measures is here to stay (2014, background): “Moreover, Rossiter (2002, 2011) argues that construct definitions should make clear whether objects and attributes are concrete or abstract, a principle, which if it is adhered to, would reduce the risk of using single-item measures for other than doubly concrete constructs.”
Asking Good Survey Questions (2013, methodology): “To the author’s knowledge, the first theory-based guide to construct definition has been proposed by Rossiter (2011), who specifies three elements of the construct that need to be spelled out: 1. the rater (the person being asked), 2. the object (the object under study), and 3. the attribute (what…”
Marketing measurement revolution: the C-OAR-SE method and why it must replace psychometrics (2011, methodology): “…component scores – is radical given that several leading theorists (e.g., Borsboom, 2005) do not regard the “formative” approach to be legitimate “measurement” (because they cling to the unnecessary psychometric concept of “unidimensionality” – see Rossiter, 2010, for a critique of this concept).”
A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects (2016, methodology): “It is well established that an attitude, in the sense of an overall evaluation, is concrete (Bergkvist in press; Bergkvist and Rossiter 2007, 2009; Rossiter 2002, 2011).”
How to Measure Persuasion Knowledge (2015, background): “Conceptual persuasion knowledge measures the extent to which respondents perceive the placed product is advertising by asking a single-item indicator suggested by Rossiter (2011).”
Guidelines for choosing between multi-item and single-item scales for construct measurement: a predictive validity perspective (2012, unknown): “Their theoretical challenge was based on the C-OAR-SE procedure (Rossiter 2002, 2011) according to which, if the object of the construct (e.g., a brand or an ad) can be conceptualized as concrete and singular and if the attribute of the construct (e.g., an attitude or a perception) can be…”