Daniel Yankelovich

Daniel Yankelovich (29 December 1924 – 22 September 2017) was an American public opinion analyst and social scientist.

Quotes

 * 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 can't easily be measured or given a quantitative value. The third step is to presume that what can't be measured easily really isn't important. The fourth step is to say that what can't be easily measured really doesn't exist. This is suicide.
 * "Interpreting the New Life Styles", Sales Management magazine (November 1971) – Written about the . Yankelovich comments "In naming the fallacy after Robert McNamara, I intend no disrespect ..."