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Welcome to the desert of the real : reality, realism, measurement, and C-OAR-SE
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Lee, Nick and Cadogan, John (2016) Welcome to the desert of the real : reality, realism, measurement, and C-OAR-SE. European Journal of Marketing, 50 (11). pp. 1959-1968. doi:10.1108/EJM-10-2016-0549 ISSN 0309-0566.
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Official URL: http://dx.doi.org/10.1108/EJM-10-2016-0549
Abstract
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 of key measurement issues that seem under-appreciated at present in marketing and business research.
Design/methodology/approach
The authors use conceptual argument based on measurement theory and philosophy of science.
Findings
The authors find that Rossiter’s work makes a number of important points that are necessary in the current stage of development of marketing and social science. However, the authors also find that many of these points are also well made by fundamental measurement theories. When measurement theory is correctly interpreted, the idea of multiple measures of the same thing is not problematic. However, they show that existing social science measurement practice rarely takes account of the important issues at play here.
Practical implications
The authors show that marketing, management and social science researchers need to get better in terms of their appreciation of measurement theory and in their practices of measurement.
Originality/value
The authors identify a number of areas where marketing and social science measurement can be improved, taking account of the important aspects of C-OAR-SE and incorporating them in good practice, without needlessly avoiding existing good practices.
Item Type: | Journal Article | ||||||
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Subjects: | B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HF Commerce |
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Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Library of Congress Subject Headings (LCSH): | Marketing, Management, Social sciences, Advertisers, Executives, Social scientists , Psychometrics | ||||||
Journal or Publication Title: | European Journal of Marketing | ||||||
Publisher: | Emerald Group Publishing Ltd. | ||||||
ISSN: | 0309-0566 | ||||||
Official Date: | 14 November 2016 | ||||||
Dates: |
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Volume: | 50 | ||||||
Number: | 11 | ||||||
Page Range: | pp. 1959-1968 | ||||||
DOI: | 10.1108/EJM-10-2016-0549 | ||||||
Status: | Peer Reviewed | ||||||
Publication Status: | Published | ||||||
Access rights to Published version: | Restricted or Subscription Access | ||||||
Date of first compliant deposit: | 9 January 2017 |
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