Construction and Measurement of Organisation Prosperity Scale for Indian Advertising Agency

Abstract

The purpose of this paper is to explain the process of developing reliable and valid instrument that can be used for measuring organisation prosperity in advertising industry in Indian context. After reviewing the literature and feedback from the industry experts, a heuristic structure along with a scale on organisation prosperity was proposed and a questionnaire was developed. Reliability and Validity tests were carried out and the retained items were taken for field survey. Two hundred and fifty professionals from advertising agencies responded to the scale assessing different facets of organisation prosperity. Industry expert’s feedback, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) helped to validate the factors of organisation prosperity and optimize the contents of the proposed instrument