The inclusion of rigorous measures and methods by researchers often influence a reviewer’s and editor’s decision about whether an article is accepted. In positivist research, studies that include objective measures (i.e. avoiding respondent bias) are often considered superior. We argue that the methodological quality of a study is not merely achieved by including an objective measure, but instead by understanding the strengths and limitations of the measure (whether objective or subjective) and its appropriateness for addressing the research question. We consider the suitability of using objective and subjective measures in research at both macro and micro levels and emphasize the strengths and weaknesses of both, using criteria of bias, validity, reliability, sensitivity, and feasibility. As an underexamined topic in applied business research, we overview some types of objective measurement that have been adopted in the applied management discipline and consider their utility. JEL Classification: C90, D23