Purpose This paper aims to critically comment Rossiter’s “How to use C-OAR-SE to design optimal standard measures” in the current issue of EJM and provides a broader perspective on Rossiter’s C-OAR-SE framework and measurement practice in marketing in general. Design/methodology/approach...

Purpose This paper 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 C-OAR-SE work and throws light on a number...

Heterogeneity in measurement model parameters across known groups can be modeled and tested using multigroup confirmatory factor analysis (CFA). When it is not reasonable to assume that parameters are homogeneous for all observations in a manifest group, mixture CFA models are appropriate....