Congratulations to the esteemed Professor John Rossiter for being awarded the 2012 Winner of the Jan-Benedict E.M. Steenkamp Award for Long-Term Impact
The European Marketing Academy (EMAC) and the International Journal of Research in Marketing (IJRM) are pleased to announce the 2012 winner of the Steenkamp Award
John R. Rossiter (2002). The C-OAR-SE procedure for scale development in marketing. International Journal of Research in Marketing, 19 (4), pp 305-335.
The winning paper for the 2012 J. B. Steenkamp award is “The C-OAR-SE procedure for scale development in marketing,” by John R. Rossiter. It was published in volume 19, issue 4, pp. 305-335 of IJRM in 2002. The award is given to papers published in IJRM that have made a significant long-term impact on the field of marketing.
John Rossiter’s paper proposes a new procedure for the development of scales to measure marketing constructs. The procedure consists of several steps: Construct definition, Object classification, Attribute classification, Rater identification, Scale formation, and Enumeration and reporting (C-OAR-SE). The procedure provides guidance on (i) when to use single-item vs. multiple-item scales and (ii) for multiple-item scales, when to use an index of essential items rather than selecting unidimensional items with a high coefficient alpha. Though it has proved controversial, the paper has helped foster greater attention to the conceptualization, rather than only statistical validation, of operational constructs and measures in marketing.
The committee congratulates the recipient with this important expression of recognition of his outstanding article.
original source: ELMAR