The first step is to measure whatever can be easily measured. That's is OK as far as it goes. The second step is to disregard that which can't be measured or give it an arbitrary quantitative value. This is artificial and misleading. The third step is to presume that what can't be easily measured isn't very important. This is blindness. The fourth step is to say that what can't be easily measured doesn't exist. This is suicide.

Daniel Yankelovich, social scientist

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