The C-OAR-SE procedure for scale development in marketing: a comment

This note raises some issues on the C-OAR-SE procedure for scale development in marketing recently proposed by Rossiter [Rossiter, J.R. (2002). The C-OAR-SE procedure for scale development in marketing. International Journal of Research in Marketing, 19, 305-335.]. Specifically, it identifies some potentially problematic areas under the various steps of C-OAR-SE and also questions the procedure's sole reliance on content validity. The objective is to generate further debate on C-OAR-SE as an effective approach for scale development efforts.