如何衡量事情：寻找价值的"无形"业务 How to Measure Anything

Praise for How to Measure Anything: Finding the Value of Intangibles in Business.
"I love this book. Douglas Hubbard helps us create a path to know the answer to almost any question in business, in science, or in life . . . Hubbard helps us by showing us that when we seek metrics to solve problems, we are really trying to know something better than we know it now. How to Measure Anything provides just the tools most of us need to measure anything better, to gain that insight, to make progress, and to succeed."
"Doug Hubbard has provided an easy-to-read, demystifying explanation of how managers can inform themselves to make less risky, more profitable business decisions. We encourage our clients to try his powerful, practical techniques."
"As a reader you soon realize that actually everything can be measured while learning how to measure only what matters. This book cuts through conventional clichés and business rhetoric and offers practical steps to using measurements as a tool for better decision making. Hubbard bridges the gaps to make college statistics relevant and valuable for business decisions."
"This book is remarkable in its range of measurement applications and its clarity of style. A must-read for every professional who has ever exclaimed, 'Sure, that concept is important, but can we measure it?'"

作者简介：
Douglas W. Hubbard is the inventor of Applied Information Economics (AIE), a measurement methodology that has earned him critical praise from The Gartner Group, Giga Information Group, and Forrester Research. He is an internationally recognized expert in the field of IT value and is a popular speaker at numerous conferences. He has written articles for?Information Week, CIO Enterprise, and DBMS Magazine. Formerly with Coopers & Lybrand, he has over twenty years' experience in IT management consulting, including twelve years' experience specifically in teaching organizations to use his AIE method. Dozens of Fortune 500 companies and government agencies have applied his method to IT investments, military logistics, venture capital, aerospace, and environmental issues. Find out more at www.howtomeasureanything.com.

Review "After reading Hubbard's excellent book on 'How to Measure Anything', I was able to immediately solve several measurement challenges for my CEO and Business Owner colleagues. It should be on every manager's desk." (Amazon.com; 10/07)

"…the book for anyone who wants to know how to measure the value of information or any other intangible asset." (Computer Weekly, Tuesday 18th September 2007)

"Hubbard has made a career of finding ways to measure things that other folks thought were immeasurable. Quality? The value of telecommuting? The risk of IT project failure? the benefits of greater IT security? Public image? He says it can be done -- and without breaking the bank. Many IT steering committees won't approve projects that "can't be measured," so it behooves CIOs to figure this out! ...... If you'd like to fare better in the project-approval wars, take a look at this book."-- ComputerWorld, 8/07

"… allows [companies] to measure performance in such diverse areas as customer satisfaction, employee morale, quality and organisational flexibility." (CPO Agenda, Autumn 2007)

Preface
Acknowledgements
Section Ⅰ Measurement: The Solution Exists
Chapter 1 The Intangibles and the Challenge
Chapter 2 An Intuitive Measurement Habit: Eratosthenes, Enrico & Emily
How an Ancient Greek Measured the Size of the Earth
Estimating: Be like Fermi
Experiments: Not just for adults
Notes on What to Learn from Eratosthenes, Enrico and Emily
Chapter 3 The Illusion of Intangibles: Why Immeasurables Aren't
The Concept of Measurement
The Object of Measurement
The Methods of Measurement
Economic Objections to Measurement
The Broader Objection to the Usefulness of & "Statistics"
Ethical Objections to Measurement
Toward A Universal Approach to Measurement
Section Ⅱ Before You Measure
Chapter 4 Clarifying the Measurement Problem
Getting the Language Right: What Uncertainty and Risk Really Mean
Examples of Clarification: Lessons for Business from, of all places, Government?
Chapter 5 Calibrated Estimates: How Much Do You Know Now?
Calibration Exercise
Further Improvements on Calibration
Conceptual Obstacles to Calibration
The Effects of Calibration
Chapter 6 Measuring Risk: Introduction to the Monte Carlo Simulation
An Example for Monte Carlo and Risk
Tools and other Resources for Monte Carlo Simulations
The Risk Paradox
Chapter 7 Measuring the Value of Information
The Chance of Being Wrong and The Cost of Being Wrong: Expected
Opportunity Loss
The Value of Information for Ranges
The Imperfect World: The Value of Partial Uncertainty Reduction
The Epiphany Equation: The Value of a Measurement Changes Everything
Summarizing Uncertainty, Risk and Information Value: The first measurements
Section Ⅲ Measurement Methods
Chapter 8 The Transition: From What Measure to How to Measure
Tools of Observation: Introduction to the Instrument of Measurement
Decomposition
Secondary Research: Assuming You Weren't the First to Measure It
The Basic Methods of Observation: If One Doesn't Work, Try the Next
Measure Just Enough
Consider the Error
Choose and Design the Instrument
Chapter 9 Sampling Reality: How Observing Some Things Tells Us about All Things
Building an Intuition for Random Sampling: The Jelly Bean Example
A Little About Little Samples: A Beer Brewers Approach
The Easiest Sample Statistics Ever
A Sample of Sampling Methods
Measure to the Threshold
Experiment
Seeing Relationships in the Data: An Introduction to Regression Modeling
Chapter 10 Bayes: Adding to What You Know Now
Simple Bayesian
Using Your Natural Bayesian Instinct
Heterogeneous Benchmarking: A "Brand Damage" Application
Getting a Bit More Technical: Bayesian Inversion for Ranges
Section Ⅳ Beyond the Basics
Chapter 11 Preference & Attitudes - The Softer Side of Measurement
Observing Opinions, Values, and the Pursuit of Happiness: The Basics
A Willingness to Pay: Measuring Value via Trade Offs
Putting it all on the Line: Quantifying Risk Tolerance
Quantifying Subjective Tradeoffs: Dealing with Multiple Conflicting Preferences?
Keeping the Big Picture in Mind: Profit Maximization vs Subjective Tradeoffs
Chapter 12 The Ultimate Measurement Instrument - Human Judges
Homo Absurdus: The Weird Reasons Behind Our Decisions
Getting Organized: A Performance Evaluation Example
Surprisingly Simple Linear Models
How to Standardize Any Evaluation: Rasch Models
Removing Human Inconsistency: The Lens Model
Panacea or Placebo?: Questionable Methods of Measurement
Comparing the Methods
Chapter 13 New Measurement Instruments for Management
The 21st Century Tracker: Keeping Tabs with Technology
Measuring the World: The Internet as An Instrument
Prediction Markets: Wall Street Efficiency Applied to Measurements
Chapter 14 A Universal Measurement Method - Applied Information Economics
Bringing the Pieces Together
Case: The Value of The System That Monitors Your Drinking Water
Case: Forecasting Fuel for the Marine Corps
Ideas for Getting Started: A Few Final Examples
Summarizing the Philosophy
Appendix Calibration Tests
Index