HTMA

How to Measure Anything, Finding the Value of “Intangibles in Business” Third Edition

Chapter 11 of How to Measure Anything, Finding the Value of “Intangibles in Business” Third Edition begins the fourth and final section of the book.  This section addresses topics that are beyond the basics. Hubbard titled Chapter 11 Preferences and Attitudes: The Softer Side of Measurement.  The softer side is a euphemism for attitudes and opinions.  Here is a summary of the chapter in a few bullet points:

·         Measure opinions and feelings.

·         Design out bias in surveys and questions.

·         Observe opinions and feelings through trade-offs.

·         Use trade-offs to describe risk tolerance. (more…)