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. COARSE 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-ofscore estimate for a particular application of the scale.

The predictive validity of multiple-item versus single-item measures of the same The predictive validity of multiple-item versus single-item measures of the same constructs constructs

No abstract

A model is described that helps guide advertising strategy, based upon careful attention to brand awareness and brand attitude. In this model, an important distinction is drawn between recognition brand awareness and recall brand awareness. Brand attitude strategy is seen as reflecting an interaction between a potential consumer's involvement with the purchase decision and the underlying motivation to purchase. Applications of the model are discussed.