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|Title: ||Welcome to the desert of the real: reality, realism, measurement, and C-OAR-SE|
|Authors: ||Lee, Nick|
Cadogan, John W.
|Issue Date: ||2016|
|Publisher: ||© Emerald|
|Citation: ||LEE, N. and CADOGAN, J.W., 2016. Welcome to the desert of the real: reality, realism, measurement, and C-OAR-SE . European Journal of Marketing, 50(11), pp. 1959-1968.|
|Abstract: ||Purpose – This article 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 COAR-
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 – We use conceptual argument based on
measurement theory and philosophy of science.
Findings – We 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, we 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, we show that
existing social science measurement practice rarely takes account of the important
issues at play here.
Practical implications – We 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 – We identify a number of areas where marketing and social
science measurement can be improved, taking account of the important aspects of COAR-
SE, and incorporating them in good practice, without needlessly avoiding
existing good practices.|
|Description: ||This paper is in closed access until 14th Nov 2018|
|Version: ||Accepted for publication|
|Publisher Link: ||http://dx.doi.org/10.1108/EJM-10-2016-0549|
|Appears in Collections:||Closed Access (Business School)|
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