How to Measure Anything:Finding the Value of Intangibles in Business

How to Measure Anything:Finding the Value of Intangibles in Business
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作者: (道格拉斯·W·哈伯德)
出版社: Wiley
2010-04
版次: 2
ISBN: 9780470539392
定价: 550.30
装帧: 精装
开本: 16开
纸张: 胶版纸
页数: 320页
正文语种: 英语
  • Howcanwemeasurethepopulationoffishinalake?Andhowisthatlikemeasuringunsatisfiedcustomerswhodidn'tcomplainormeasuringsecuritybreachesthatwerenotdetected?Howcanweisolatetheeffectadvertisinghasonsaleswhenavastamountofunknownsalsoaffectsales?Howdidan11-yearoldgirluseasimplemeasurementtodebunkapopularpracticeinmedicine?HowdidintelligenceanalystsinWWIIestimatethemonthlyGermantankproductionbyananalysisofserialnumbersofcapturedtanks?Howdowemeasurequality,riskorinnovation?Howdoweknowwhattomeasureinthefirstplace?Theanswersareeasierthanyoumightthink.



    Theideathatsomethingsareutterlyimmeasurableisbasedonjustthreecommonmisconceptions.AsIexplainedinHowtoMeasureAnything,thethreemisconceptionscanbeovercomeandpowerfulmeasurementmethodscanbeappliedtoresolvejustaboutanyproblem.ThemisconceptionsareConcept,ObjectandMethod(youcanrememberthemas.com).Theconceptofmeasurementreferstothemeaningtheword"measurement"isassumedtohave.Somethingsarethoughttobeimmeasurableonlybecauseitisbelievedthatmeasurementmustbesomeexactvalue.Butthemorepragmaticscientificapproachtothetermmeasurementistotreatitasquantifieduncertaintyreductionbasedonobservation.Ifyouhaveawiderangeofpossiblevaluesforthepercentageofcustomerswhowouldpreferanewproduct,allyoureallyneedisareductioninthatuncertaintytomakeabetterbetaboutanewproduct.



    Thesecondmisconceptionaboutmeasurementistheobjectiveofmeasurementitself.If"strategicalignment",or"employeeempowerment"seemimmeasurable,itisonlybecausetheyare–initially–ambiguous.Butiftheyareimportanttoabusiness,thentheymusthaveobservableconsequences.Theymusthavesomeimpactonsomedecision(otherwisetheywouldn'tneedtobemeasuredatall).Andsotheymustbedetectableinsomemanner,directlyorindirectly.



    Thethirdmisconceptionisaboutmethods.Obscurebutwell-developedmethodsalreadyexistformoretypesofmeasurementproblemsthanmostmanagersrealize.Controlledexperiments,variationsonrandomsamplingmethods,andsomeverysimplebutnon-obviousmethodscanbeusedinmanypracticalbusinesssituations.Whilemanymeasurementsfeeldauntingatfirst,thefactisthatweoftenhavemoredatathanwethink,weneedlessdatathanwethink,andgettingmoredatathroughobservationissimplerthanwethink.And,aboveallelse,nomatterhowchallengingameasurementproblemappears,weshouldassumethatwearenotthefirsttomeasuresomethinglikeit.Anymeasurementproblemyouencounterwillverylikelyalreadyhaveapracticalsolution.Youonlyneedtoknowaboutit.



    Oncetheseimaginaryobstacleshavebeenovercome,therearepracticalmeasurementsolutionsthatcanbeappliedtoanyuncertaindecision.Wecanquantifyanyuncertaintyandthencomputethevalueofreducingthatuncertaintybymeasurement.Wherethevalueofinformationaboutameasurementisveryhigh,mybookexplainshowtoemploysampling,controlledexperiments,andevenmoremethodsinawaythatmakesitapproachableforanymanager. DOUGLASW.HUBBARDistheinventorofAppliedInformationEconomics(AIE),ameasurementmethodologythathasbeenusedinITportfolios,entertainmentmedia,militarylogistics,R&Dportfolios,andmanymoreareaswherebigdecisionsarebasedonfactorsthatseemdifficultorimpossibletomeasure.Heisaninternationallyrecognizedexpertinmetrics,decisionanalysis,andriskmanagement,andisapopularspeakeratnumerousconferences.HehaswrittenarticlesforInformationWeek,CIOEnterprise,ArchitectureBoston,AnalyticsandOR/MSTodayandisalsotheauthorofTheFailureofRiskManagement:WhyIt'sBrokenandHowtoFixIt. PartI:FastTracktoSuperSnaps.



    Chapter1:GettingtheLayoftheLand.



    Chapter2:TakingGreatPictures,Automatically.



    Chapter3:ControllingPictureQualityandSize.



    Chapter4:MonitorMatters:PicturePlaybackandLiveViewShooting.



    ...
  • 内容简介:
    Howcanwemeasurethepopulationoffishinalake?Andhowisthatlikemeasuringunsatisfiedcustomerswhodidn'tcomplainormeasuringsecuritybreachesthatwerenotdetected?Howcanweisolatetheeffectadvertisinghasonsaleswhenavastamountofunknownsalsoaffectsales?Howdidan11-yearoldgirluseasimplemeasurementtodebunkapopularpracticeinmedicine?HowdidintelligenceanalystsinWWIIestimatethemonthlyGermantankproductionbyananalysisofserialnumbersofcapturedtanks?Howdowemeasurequality,riskorinnovation?Howdoweknowwhattomeasureinthefirstplace?Theanswersareeasierthanyoumightthink.



    Theideathatsomethingsareutterlyimmeasurableisbasedonjustthreecommonmisconceptions.AsIexplainedinHowtoMeasureAnything,thethreemisconceptionscanbeovercomeandpowerfulmeasurementmethodscanbeappliedtoresolvejustaboutanyproblem.ThemisconceptionsareConcept,ObjectandMethod(youcanrememberthemas.com).Theconceptofmeasurementreferstothemeaningtheword"measurement"isassumedtohave.Somethingsarethoughttobeimmeasurableonlybecauseitisbelievedthatmeasurementmustbesomeexactvalue.Butthemorepragmaticscientificapproachtothetermmeasurementistotreatitasquantifieduncertaintyreductionbasedonobservation.Ifyouhaveawiderangeofpossiblevaluesforthepercentageofcustomerswhowouldpreferanewproduct,allyoureallyneedisareductioninthatuncertaintytomakeabetterbetaboutanewproduct.



    Thesecondmisconceptionaboutmeasurementistheobjectiveofmeasurementitself.If"strategicalignment",or"employeeempowerment"seemimmeasurable,itisonlybecausetheyare–initially–ambiguous.Butiftheyareimportanttoabusiness,thentheymusthaveobservableconsequences.Theymusthavesomeimpactonsomedecision(otherwisetheywouldn'tneedtobemeasuredatall).Andsotheymustbedetectableinsomemanner,directlyorindirectly.



    Thethirdmisconceptionisaboutmethods.Obscurebutwell-developedmethodsalreadyexistformoretypesofmeasurementproblemsthanmostmanagersrealize.Controlledexperiments,variationsonrandomsamplingmethods,andsomeverysimplebutnon-obviousmethodscanbeusedinmanypracticalbusinesssituations.Whilemanymeasurementsfeeldauntingatfirst,thefactisthatweoftenhavemoredatathanwethink,weneedlessdatathanwethink,andgettingmoredatathroughobservationissimplerthanwethink.And,aboveallelse,nomatterhowchallengingameasurementproblemappears,weshouldassumethatwearenotthefirsttomeasuresomethinglikeit.Anymeasurementproblemyouencounterwillverylikelyalreadyhaveapracticalsolution.Youonlyneedtoknowaboutit.



    Oncetheseimaginaryobstacleshavebeenovercome,therearepracticalmeasurementsolutionsthatcanbeappliedtoanyuncertaindecision.Wecanquantifyanyuncertaintyandthencomputethevalueofreducingthatuncertaintybymeasurement.Wherethevalueofinformationaboutameasurementisveryhigh,mybookexplainshowtoemploysampling,controlledexperiments,andevenmoremethodsinawaythatmakesitapproachableforanymanager.
  • 作者简介:
    DOUGLASW.HUBBARDistheinventorofAppliedInformationEconomics(AIE),ameasurementmethodologythathasbeenusedinITportfolios,entertainmentmedia,militarylogistics,R&Dportfolios,andmanymoreareaswherebigdecisionsarebasedonfactorsthatseemdifficultorimpossibletomeasure.Heisaninternationallyrecognizedexpertinmetrics,decisionanalysis,andriskmanagement,andisapopularspeakeratnumerousconferences.HehaswrittenarticlesforInformationWeek,CIOEnterprise,ArchitectureBoston,AnalyticsandOR/MSTodayandisalsotheauthorofTheFailureofRiskManagement:WhyIt'sBrokenandHowtoFixIt.
  • 目录:
    PartI:FastTracktoSuperSnaps.



    Chapter1:GettingtheLayoftheLand.



    Chapter2:TakingGreatPictures,Automatically.



    Chapter3:ControllingPictureQualityandSize.



    Chapter4:MonitorMatters:PicturePlaybackandLiveViewShooting.



    ...
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