you should start thinking about measurements as a multistep chain of thought. Inferences can be made from highly indirect observations.

In other words, management needs a method to analyze options for reducing uncertainty about decisions.

Part IV: Beyond the Basics.

The biggest source of uncertainty would point toward a measurement that would reduce the uncertainty the most.

Define the decision. Determine what you know now. Compute the value of additional information. (If none, go to step 5.) Measure where information value is high. (Return to steps 2 and 3 until further measurement is not needed.) Make a decision and act on it. (Return to step 1 and repeat as each action creates new decisions.)

assessing what you currently know about a quantity is a very important step for measurement of those things that do not seem as if you can measure them at all.

Part II: Before You Measure.

CHAPTER 2 An Intuitive Measurement Habit: Eratosthenes, Enrico, and Emily

basic traditional statistical sampling methods and how to think about sampling in a way that reduces misconceptions about it (Chapter 9).