< Handbook of Management Scales

Response uncertainty (alpha = 0.74)

Description

An important contribution to the literature on perceived environmental uncertainty (PEU) is Milliken's (1987) distinction between state uncertainty, effect uncertainty, and response uncertainty. Using a two-phase empirical study, this research seeks to develop and test scales to measure the three constructs in terms of dimensionality, reliability, and validity (including nomological validity).

Definition

Response uncertainty characterizes an inability to predict the likely consequences of a response choice.

Items

  • How often do you feel you can accurately anticipate the consequences/outcomes of making marketing management decisions before they are made? (never/always)
  • How often do you feel you know how to respond to changes in the external marketing environment? (never/always)
  • How often do you feel you are able to determine what the marketing response options should be in light of changes in the external marketing environment? (never/always)

Source

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