[Heat] it isn't difficult to measure - you need to know the temperature change and the specific heat of the material being heated.
The specific heat of dry air is about 1.006 kJ/kg.K.
You can get approx
calorific value of wood from tables
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That approach works nicely for measuring something like this:
http://www.amazon.co.uk/Relags-travel-i ... B000KBEWQW
Dump it in a insulated jug of water, turn it on for a measured time, and see how much hotter the water has got. Bit of maths later,
you know what heat came out of your heater. Easy.
But a wood stove can't be switched on and off like that, and the stove isn't burning "properly" during run up and run down, where it's still onsufming wood. So it's all a bit tricky. Worse, what object is the fire heating? The stove? The room? The air in the room? The flue? Not a good experimental set up.
Or if you wanted to rate a stoves output you could get the room up to a sustained steady air temp and calculate the room's heat losses (knowing k values of the structure, temps in adjacent rooms / outside etc etc). This'd give you the output at that point.
That's better (not saying much, the first option is awful), but the errors involved in estimating the rate of heat loss are very large, leading to a very inaccurate measurement of power/heat/efficiency. A real house in the a real world with varying weather, night/day etc is a complex thing.
All these issues can be, and have been (designing proper experiements is fun!) solved, but it's far from easy,
My concern (that I stated earlier) is that some of the proponents may have come by their efficiency figures in very imprecise (to be polite) ways.
BugBear
(for those who want to see how careful you have to be to do even a "simple" experiment properly, take a look
at Joule's original heat experiments)