Research
A Tutorial on Scale Development: The Experiential Value Scale
Businesses are increasingly concerned about deriving actionable insights from data they obtained either from primary or secondary sources. One aspect that has been neglected in this discussion is the importance of using the right measure for the intended subject (or what academics refer to as constructs). Many in the industry either rely on marketing research companies or internally generated questionnaires to collect consumer’s evaluation about their consumption experience. More often than not, questions used in consumer surveys are single-item measures which are not only prone to error and bias, they are also not sufficient for more stringentstatistical analyses. Following the well-established scale development methods developed in the field of business research (c.f., Churchill 1979; Gerbing and Anderson 1988), the objective of this paper is to provide a step-by-step guideline to demonstrate how accurate and effective measures are developed. Moreover, it also provides a sound and comprehensive measure for experiential value (i.e., consumer value derived from a consumer experience).
