Daniel Yankelovich

"November 1971 issue of Sales Management, the Marketing Magazine"

"But when the McNamara discipline is applied too literally, the first step is to measure whatever can be easily measured. The second step is to disregard that which cant easily be measured or given a quantitative value. The third step is to presume that what cant be measured easily really isnt important. The fourth step is to say that what cant be easily measured really doesnt exist. This is suicide."