Handbook of Management Scales/Response uncertainty
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)