Handbook of Management Scales/Effect uncertainty
Effect uncertainty (alpha = 0.89) edit
Description edit
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
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
- 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)