То, что вы хотите, это оператор SQL.
Форма их:
select case [expression or column]
when [value] then [result]
when [value2] then [result2]
else [value3] end
или:
select case
when [expression or column] = [value] then [result]
when [expression or column] = [value2] then [result2]
else [value3] end
В вашем примере вы после:
declare @temp as varchar(100)
set @temp='Measure'
select case @temp
when 'Measure' then Measure
else OtherMeasure end
from Measuretable