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Visit this page on a regular basis to receive the latest downloads Doug Hubbard has to offer. Chapter 3 Controlled Experiment Example The spreadsheet behind the example of the hypothetical risk experiment with a drug company on page 44. It shows that the results are unlikely to be the result of chance alone. Finding the Value of "Intangibles" in Business. Palladium, Executing Strategy. ITFMA - Information Technology Financial Management Assn.