The role of C-OAR-SE in marketing measurement

Purpose - This paper aims to offer a comment on Rossiter's C-OAR-SE article and suggests future developments for the practical application of C-OAR-SE that would promote its usage and acceptance among marketing scholars. Design/methodology/approach - This is a theoretical paper. Findings - The paper identifies challenging steps in the practical application of C-OAR-SE and suggests that these can be overcome by developing detailed guidelines. Research limitations/implications - Improving marketing measurement practice is of importance to marketing scholars. Originality/value - The paper suggests how measure development could be structured in a manner that would reduce the subjective element of content validity assessment.