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Another
critical component is measurement. Traditional thinking has it that
research can not be valued or measured like any other management discipline.
This thinking typically confuses the difficulty of measurement in that
many of the objectives and outcomes are social in nature, take a number
of years to bear results, and often must deal with a high degree of
ambiguity. Our approach recognizes that many research project by their
very nature have little or no empirical basis. However, this does not
mean the research process can not be measured, but more likely, the
measurements that have been used prove to be inadequate and fall out
of favor. Thus, our approach assists clients in understanding the need
for measurement in terms that advance the overall goals of the research
program and can be expressed in readily understood metrics or outcomes
at the individual project, market or customer levels. Stated another
way: What is not measured is typically undervalued!
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