Valid, Reliable and Sensitive

Gilbert A. Churchill (Professor of Marketing, University of Wisconcsin-Madison) wrote:

"More stupefying than the sheer numbers of our measures is the ease with which they are proposed and the uncritical manner in which they are accepted.  In point of fact, most of our measures are only measures because someone says they are, not because they have been shown to satisfy standard measurement criteria (validity, reliability, and sensitivity)."

Harding & Yorke measures adhere to the most stringent validation and have a proven 'HIGH' correlation with Return on Capital Employed'