ÂÜÀòÉç¹ÙÍø

Announcement

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 2011 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.

Abstract:

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. C-OAR-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 with a high coefficient alpha. The Rater Entity type largely determines reliability, which is a precision-of-score estimate for a particular application of the scale.

From the Jury:

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.

The nomination and voting process for the award was managed by a committee comprised of Zeynep Gürhan-Canli, Werner Reinartz, David Soberman, and Christophe Van den Bulte (chair). The committee thanks Cecilia Nalagon for her administrative support.

All papers published in IJRM in the years 1997 through 2002 were eligible for the award. We received 52 nominations from IJRM Editorial Review Board members. Based on an initial voting round, 10 papers entered the final voting round. In this second round, 93 votes were cast.

The three papers with the most votes in the final round were selected by the committee for discussion:

• John R. Rossiter (2002), “The C-OAR-SE procedure for scale development in marketing,” 19 (4), 305-335.
• Byron Sharp and Anne Sharp (1997), “Loyalty programs and their impact on repeat-purchase loyalty patterns,” 14 (5), 473-486.
• Barbara Deleersnyder, Inge Geyskens, Katrijn Gielens, and Marnik G. Dekimpe (2002), “How cannibalistic is the Internet channel? A study of the newspaper industry in the United Kingdom and The Netherlands,” 19 (4), 337-348.

The first paper received 27% of the second-round votes by ERB members, the second paper 16% and the third 15%. Given a clear gap between the number of votes for the first paper and that for the other two, which is consistent with ISI citations, the committee reached the unanimous decision that Rossiter (2002) is the winner for the 2012 Jan-Benedict E.M. Steenkamp Award for Long Term Impact in IJRM.

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.

Jury Members:

• Zeynep Gürhan-Canli, Koç University, Turkey
• Werner Reinartz, University of Cologne, Germany
• David Soberman, Univeristy of Toronto, Canada
• Christophe Van den Bulte (committee chair), University of Pennsylvania, USA

---

The Hardware and Software Behind ELMAR Is Paid for with ÂÜÀòÉç¹ÙÍø Dues Please Support ELMAR by or renewing your membership