Measurement for the Social Sciences: The C-Oar-Se Method and Why It Must Replace Psychometrics

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 Universit�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.