Handbook of Management Scales/Effect uncertainty
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Effect uncertainty (alpha = 0.89)[edit | edit source]
Description[edit | edit source]
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[edit | edit source]
Effect uncertainty refers to the inability to predict the nature of the effect of a future state of the environment on the organization (i.e. an understanding of cause–effect relationships).
Items[edit | edit source]
- How often do you feel that you are able to predict the impact of this factor on your marketing management decision making? [A low level of predictability means that you are very unsure about how this factor affects your marketing decision making. A high level of predictability means that you are very sure about how this factor affects your marketing decision making.] (never/always)
- Please indicate your “sureness” (level of certainty) as to how each factor affects your marketing management decision making? (not at all sure about how it will affect my decision making/completely sure about how it will affect my decision making)
- How often do you feel you fully understand the effect of this factor on your marketing management decision making? (never/always)