Rossiter, John R. - In: European Journal of Marketing 50 (2016) 11, pp. 1924-1941
Purpose This paper aims to extend Rossiter’s C-OAR-SE method of measure design ( IJRM , 2002, p. 19, p. 4, pp. 305-335; EJM , 2011, p. 45, p. 11, p. 12, pp. 1561-1588) by proposing five distinct construct models for designing optimally content-valid multiple-item and single-item measures....
