Copyright David Ullman, Camas Inc.
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Knowledge scales
 Unknowledgeable   Weak     Amateur      Informed      Experienced     Expert
       0.5                0.6                0.7                0.8               0.9               1.0
     Very Low             Low               Medium           High           Very High
       0.5                0.6                0.7                0.8               0.9               1.0
Evaluation risk
The risk of choosing a poor alternative