Title: Marketing measurement: the traditional and the modern-way forward

Authors: Piyush Pranjal; Soumya Sarkar

Addresses: Indian Institute of Management Ranchi, Audrey House Campus, 5th Floor, Suchana Bhawan, Meur's Road, Ranchi, 834008, Jharkhand, India ' Indian Institute of Management Ranchi, Audrey House Campus, 5th Floor, Suchana Bhawan, Meur's Road, Ranchi, 834008, Jharkhand, India

Abstract: Since the advent of the C-OAR-SE procedure for the development of measures in marketing, there has been a renewed interest in improving marketing measurement. For long, marketing academics have adhered to the traditional scale development approach. However, C-OAR-SE has brought freshness in the marketing measurement literature. It has highlighted loopholes in the time-tested traditional approach but, not without facing its fair share of criticism. This article briefly describes the traditional approach and the C-OAR-SE procedure followed by a brief review of selected papers focusing on debates elicited by the C-OAR-SE procedure. As the outcome of the review, a discussion is provided highlighting the key insights concerning generalisability; content and construct validity; use of single-item measures and predictive validity; and developing optimal standard measures in marketing. The discussion leads to the suggestion of a prospective course of action for developing measures in marketing with the objective of improving marketing measurement.

Keywords: marketing measurement; C-OAR-SE; marketing science.

DOI: 10.1504/IJBEX.2021.117646

International Journal of Business Excellence, 2021 Vol.24 No.4, pp.460 - 480

Received: 11 Apr 2019
Accepted: 04 Jul 2019
Published online: 20 Sep 2021 *

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