Enumeration and Scoring Rule



The E in C-OAR-SE stands for the final aspect of the theory, which is a double selection procedure called enumeration and scoring rule. “Enumeration” means how the answer scale is scored quantitatively. “Scoring rule” had two applications: it is the rule adopted by the researcher for deriving a total score for an individual within one item if the construct is doubly concrete, or across multiple items, if the construct measured is abstract in either the object or the attribute; and it is also the rule that the researcher adopts when combining scores from individuals to compute a group statistic such as a mean or median.


Multiple Item Scoring Rule AMERICAN Customer Satisfaction Index Answer Scale Customer Satisfaction Index 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


  1. Ajzen I (1988) Attitudes, personality, and behavior. Open University Press, BuckinghamGoogle Scholar
  2. Allport GW (1935) Attitudes. In: Murchison CM (ed) Handbook of social psychology. Clark University Press, WorcesterGoogle Scholar
  3. Cohen D (2010) The escape of sigmund freud. JR Books, LondonGoogle Scholar
  4. Coleman RP (1983) The continuing significance of social class to marketing. J Consum Res 10(3):265–280CrossRefGoogle Scholar
  5. De Rue DS, Morgeson FP (2009) Stability and change in person-team and person-role fit over time: the effects of growth satisfaction, performance, and general self-efficacy. J Pers Soc Psychol 92(5):1242–1253Google Scholar
  6. Eysenck HJ (1979) The structure and measurement of intelligence. Springer, BerlinGoogle Scholar
  7. Fishbein M, Ajzen I (1975) Belief, attitude, intention, and behavior: an introduction to theory and research. Addison-Wesley, ReadingGoogle Scholar
  8. Fishbein M, Ajzen I (2010) Predicting and changing behavior: the reasoned action approach. Psychology Press, New YorkGoogle Scholar
  9. Flynn JR (1987) Massive IQ gains in 14 nations: what IQ tests really measure. Psychol Bull 101(2):171–191CrossRefGoogle Scholar
  10. Fornell C, Johnson MD, Anderson EW, Cha J, Bryant BE (1996) The American Customer Satisfaction Index: nature, purpose and findings. J Mark 60(4):7–18CrossRefGoogle Scholar
  11. Harrower M (1976) Rorschach records of the Nazi war criminals: an experimental study after thirty years. J Pers Assess 40(4):341–351CrossRefGoogle Scholar
  12. Holmes TH, Rahe RH (1967) The Social Readjustment Scale. J Psychosom Res 11(2):213–218CrossRefGoogle Scholar
  13. Kusev P, van Schaik P, Ayton P, Dent J, Chater N (2009) Exaggerated risk: prospect theory and probability weighting in risky choice. J Exp Psychol Learn Mem Cogn 35(6):1487–1505CrossRefGoogle Scholar
  14. Lykken DT (1982) Research with twins: the concept of emergenesis. Psychophysiology 19(4): 361–373CrossRefGoogle Scholar
  15. Peto R, Darby S, Deo H, Silcocks P, Whitley E, Doll R (2000) Smoking, smoking cessation, and lung cancer in the UK since 1950: combination of national statistics with two case-control studies. Br Med J 321:323–329 (August)CrossRefGoogle Scholar
  16. Reyna VF, Nelson WL, Han P-K, Dieckman NF (2009) How numeracy influences risk comprehension and medical decision making. Psychol Bull 135(6):943–973CrossRefGoogle Scholar
  17. Rossiter JR (2009b) Qualitative marketing research: theory and practice. Australas J Mark Soc Res 17(1):7–27Google Scholar
  18. Rossiter JR, Bellman S (2005) Marketing communications: theory and applications. Pearson Prentice Hall, SydneyGoogle Scholar
  19. Rossiter JR, Percy L (1987) Advertising and promotional management. McGraw-Hill, New YorkGoogle Scholar
  20. Rossiter JR, Percy L (1997) Advertising communications and promotion management. McGraw-Hill, New YorkGoogle Scholar
  21. Rossiter JR, Robertson TS (1976) Canonical analysis of developmental, social, and experiential factors in children’s comprehension of television advertising. J Genet Psychol 129: 317–327Google Scholar
  22. Rust RT, Zahorik AJ, Keiningham TL (1995) Return on Quality (ROQ): making service quality financially accountable. J Mark 59(2):58–70CrossRefGoogle Scholar
  23. Steiner I (1972) Group processes and productivity. Academic Press, New YorkGoogle Scholar
  24. Urban GL, Hauser JR (1993) Design and marketing of new products. 2nd edn. Prentice-Hall, Englewood CliffsGoogle Scholar
  25. Uslaner EM (2008) Where you stand depends upon where your grandparents sat: the inheritability of generalized trust. Public Opin Q 72(4):725–740CrossRefGoogle Scholar
  26. Witte K, Allen M (2000) A meta-analysis of fear appeals: implications for effective public health campaigns. Health Educ Behav 27(5):591–615CrossRefGoogle Scholar
  27. Bialik C (2010). “The power of lucky charms.” The Wall Street Journal. Accessed online Apr 28Google Scholar

Copyright information

© Springer Science+Business Media, LLC 2011

Authors and Affiliations

  1. 1.Institute for Innovation in Business and Social Research, University of WollongongWollongongAustralia

Personalised recommendations