Handbook of Management Scales/Response uncertainty

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Response uncertainty (alpha = 0.74)[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]

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

Items[edit | edit source]

  • 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[edit | edit source]

Related Scales[edit | edit source]