Marketing measurement revolution: The C-OAR-SE method and why it must replace psychometrics

European Journal of Marketing

Volumn 45, Issue 11, 2011, Pages 1561-1588

  Rossiter, John R ^a  

^a UNIVERSITY OF WOLLONGONG   (Australia)

Author keywords

Construct definition; Content validity; Marketing; Marketing knowledge; Measurement; Reliability

Indexed keywords

EID: 80455163102     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561111167298     Document Type: Article

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