Purpose – The purpose of this paper is to address the issue of objective knowledge operationalisation with specific focus on varying levels of scale items’ difficulty. The ultimate goal of the study was to develop a scale to measure objective wine knowledge, which would address the domain of...

Purpose – This paper aims to respond to John Rossiter's call for a “Marketing measurement revolution” in the current issue of EJM , as well as providing broader comment on Rossiter's C‐OAR‐SE framework, and measurement practice in marketing in general. Design/methodology/approach –...