It Is Difficult to Measure Non-Financial Performance Measures

It is difficult to measure non-financial performance measures. Managers tend to make mistakes in this area by assuming:

A) Leading and lagging variables do not influence time utility
B) Qualitative metrics are more telling than quantitative metrics
C) 100 percent customer satisfaction is the only important goal
D) Statistical reliability and statistical validity are always important
E) The improvement of non-financial measures leads to offensive marketing