Go out and collect data and, instead of having the answer, just look at the data and see if the data tells you anything. When we’re allowed to do this with companies, it’s almost magical.
Steven Levitt (b. 1967) is an American economist and the co-author along with Stephen J. Dubner of the bestselling books, Freakonomics and SuperFreakonomics. He is currently the William B. Ogden Distinguished Service Professor of Economics at the University of Chicago, where he directs the Becker Center on Chicago Price Theory.
The Measurement Standard (TMS) is the definitive monthly newsletter dedicated to advancing media measurement and evaluation as a vital business and communication tool.TMS is published by CARMA, a global provider of measurement services.