John R. Rossiter (B.Psych.Hons., W.A.; M.Sc. Marketing, U.C.L.A.; Ph.D. Communications, Penn.) is a Research Professor in the Department of Management and Marketing, University of Wollongong, Australia, and also Visiting Professor of Marketing in the Institute for Brand and Communication Research, Bergische Universiti? t Wuppertal, Germany. An expert in marketing communications and measurement theory, he has held full-time appointments at The Wharton School, University of Pennsylvania; the Graduate School of Business, Columbia University; the University of Technology, Sydney; and the Australian Graduate School of Management, University of New South Wales. Since the publication of his first advertising textbook in 1987, he has been the most-cited Australian marketing author. John Rossiter has co-authored six books and published more than 60 refereed journal articles. He has also for many years been a marketing research consultant to government organizations and commercial companies in the U.S., the U.K., and Australia.

Aus den Rezensionen: "... Das Buch ist flott geschrieben und fur alle geeignet, die mit Skalenkonstruktion zu tun haben. Besondere formale Vorkenntnisse sind nicht vonnoten. Die Beispiele stammen aus verschiedenen sozialwissenschaftlichen Disziplinen. Auch fur Jemanden, der stark von der Philosophie der explorativen Datenanalyse gepragt, ist das Buch ein Gewinn, da es einen kritischen Geist schafft, um statistisch generierte Skalen zu hinterfragen ..." (Prof. Dr. Dubravko Radic, in: Transfer Werbeforschung & Praxis, December/2011, Issue 4)

• Ch 1. Rationale of C-OAR-SE.- Ch 2. Validity and reliability.- Ch 3. Object classification and measures.- Ch 4. Attribute classification and measures.- Ch 5. Rater entity classification.- Ch 6. Selection of item-type and answer scale.- Ch 7. Enumeration and scoring rule.- Ch 8. Qualitative research measurement.- Ch 9. DROAVR application checklist.- Appendix.- References.- Index.

John R. Rossiter (B.Psych.Hons., W.A.; M.Sc. Marketing, U.C.L.A.; Ph.D. Communications, Penn.) is a Research Professor in the Department of Management and Marketing, University of Wollongong, Australia, and also Visiting Professor of Marketing in the Institute for Brand and Communication Research, Bergische Universiti? t Wuppertal, Germany. An expert in marketing communications and measurement theory, he has held full-time appointments at The Wharton School, University of Pennsylvania; the Graduate School of Business, Columbia University; the University of Technology, Sydney; and the Australian Graduate School of Management, University of New South Wales. Since the publication of his first advertising textbook in 1987, he has been the most-cited Australian marketing author. John Rossiter has co-authored six books and published more than 60 refereed journal articles. He has also for many years been a marketing research consultant to government organizations and commercial companies in the U.S., the U.K., and Australia.

Aus den Rezensionen: "... Das Buch ist flott geschrieben und fur alle geeignet, die mit Skalenkonstruktion zu tun haben. Besondere formale Vorkenntnisse sind nicht vonnoten. Die Beispiele stammen aus verschiedenen sozialwissenschaftlichen Disziplinen. Auch fur Jemanden, der stark von der Philosophie der explorativen Datenanalyse gepragt, ist das Buch ein Gewinn, da es einen kritischen Geist schafft, um statistisch generierte Skalen zu hinterfragen ..." (Prof. Dr. Dubravko Radic, in: Transfer Werbeforschung & Praxis, December/2011, Issue 4)

• Ch 1. Rationale of C-OAR-SE.- Ch 2. Validity and reliability.- Ch 3. Object classification and measures.- Ch 4. Attribute classification and measures.- Ch 5. Rater entity classification.- Ch 6. Selection of item-type and answer scale.- Ch 7. Enumeration and scoring rule.- Ch 8. Qualitative research measurement.- Ch 9. DROAVR application checklist.- Appendix.- References.- Index.

John R. Rossiter (B.Psych.Hons., W.A.; M.Sc. Marketing, U.C.L.A.; Ph.D. Communications, Penn.) is a Research Professor in the Department of Management and Marketing, University of Wollongong, Australia, and also Visiting Professor of Marketing in the Institute for Brand and Communication Research, Bergische Universiti? t Wuppertal, Germany. An expert in marketing communications and measurement theory, he has held full-time appointments at The Wharton School, University of Pennsylvania; the Graduate School of Business, Columbia University; the University of Technology, Sydney; and the Australian Graduate School of Management, University of New South Wales. Since the publication of his first advertising textbook in 1987, he has been the most-cited Australian marketing author. John Rossiter has co-authored six books and published more than 60 refereed journal articles. He has also for many years been a marketing research consultant to government organizations and commercial companies in the U.S., the U.K., and Australia.

Aus den Rezensionen: "... Das Buch ist flott geschrieben und fur alle geeignet, die mit Skalenkonstruktion zu tun haben. Besondere formale Vorkenntnisse sind nicht vonnoten. Die Beispiele stammen aus verschiedenen sozialwissenschaftlichen Disziplinen. Auch fur Jemanden, der stark von der Philosophie der explorativen Datenanalyse gepragt, ist das Buch ein Gewinn, da es einen kritischen Geist schafft, um statistisch generierte Skalen zu hinterfragen ..." (Prof. Dr. Dubravko Radic, in: Transfer Werbeforschung & Praxis, December/2011, Issue 4)

• Ch 1. Rationale of C-OAR-SE.- Ch 2. Validity and reliability.- Ch 3. Object classification and measures.- Ch 4. Attribute classification and measures.- Ch 5. Rater entity classification.- Ch 6. Selection of item-type and answer scale.- Ch 7. Enumeration and scoring rule.- Ch 8. Qualitative research measurement.- Ch 9. DROAVR application checklist.- Appendix.- References.- Index.