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The C-Oar-Se Procedure For Scale Development In Marketing, John R. Rossiter
The C-Oar-Se Procedure For Scale Development In Marketing, John R. Rossiter
John Rossiter
Construct definition, Object classification, Attribute classification, Rater identification, Scale formation, and Enumeration and reporting (C-OAR-SE) is proposed as a new procedure for the development of scales to measure marketing constructs. COAR- SE is based on content validity, established by expert agreement after pre-interviews with target raters. In C-OAR-SE, constructs are defined in terms of Object, Attribute, and Rater Entity. The Object classification and Attribute classification steps in C-OAR-SE produce a framework (six types of scales) indicating when to use single-item vs. multiple-item scales and, for multiple-item scales, when to use an index of essential items rather than selecting unidimensional items …
Development And Validation Of An Australian Video Speed Test (Avst), Jennifer Ann Algie, John R. Rossiter
Development And Validation Of An Australian Video Speed Test (Avst), Jennifer Ann Algie, John R. Rossiter
John Rossiter
Anti-speeding educational campaigns (in television commercials, print ads, and outdoor ads, mostly) are constantly being tried but it is difficult to determine which ads are effective in reducing speed. A promising solution to this problem is to use a behavioural simulation such as the Video Speed Test, the VST (Horswill and McKenna, 1999). The driving simulation test involves getting drivers to view video excerpts of a person driving a vehicle in real driving situations. The drivers then are asked to estimate the speed that they would use in the same situations, that is, how many kilometres/hour slower or faster they …