You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

Uncertainty of the Purchase Decision

Six statements with seven-point response formats are used to measure the extent to which a consumer had relevant information when making a decision. The items seem to be especially appropriate when referring to the level of information one had prior to external search activity. This is probably why Urbany, Dickson, Wilkie (1989) referred to the scale as pre-search uncertainty.