ABSTRACT
This chapter introduces the fundamentals of quantitative measures, based on a review of 41 studies that develop self-report quantitative measures of audience experiences. These self-report quantitative measures have been used to measure a wide spectrum of audience experiences in six domains: knowledge, motivation, expectation, experience, evaluative judgement and future intention. The processes of developing and validating quantitative measures are reviewed with examples illustrating different approaches. This chapter highlights pertinent issues on (a) scale development, including extracting information from qualitative data, sources of informant, developing new vs. adapting existing measurements and generality vs. specificity in measurement items, and (b) scale validation including the lack of and confusion between content and construct validation, validation by novice vs. experts and cross-cultural equivalence. The chapter ends with a reflection on the current state of and future possibility for quantitative measures on audience experience.
