New paper on measurement
The article “Measurement in the social sciences: Where C-OAR-SE delivers and where it does not,” authored by Thomas Salzberger (Vienna University of Economics), Marko Sarstedt (OvGU), and Adamantios Diamantopoulos (University of Vienna) has been accepted for publication in European Journal of Marketing. The article critically comments on Rossiter’s “How to use C-OAR-SE to design optimal standard measures“ in the same issue of European Journal of Marketing and provides a broader perspective on Rossiter’s C-OAR-SE framework and measurement practice in marketing in general. The paper shows that, at best, Rossiter’s mathematical dismissal of convergent validity applies to the completely hypothetical (and highly unlikely) situation where a perfect measure without any error would be available. Being immunized against any piece of empirical evidence, C-OAR-SE cannot be considered a scientific theory and is bound to perpetuate, if not aggravate, the fundamental flaws in current measurement practice. For more information, visit: http://www.emeraldinsight.com/doi/abs/10.1108/EJM-10-2016-0547.