Accurate - Data without mistakes
Correctly targeted - The questions should be targeted at those who are going to use the product/service
Example - No good asking vegetarians about meat eating
Understandable - The meaning of information should be clear to the user
Complete - Has to include all the information
Example - Letters without postcodes take longer to deliver
Relevant - Data has to be related to the task you are trying to investigate
Example - No point using information about babies whose chidlren are in their late teens
Up-to-date - Information changes with time and without a datestamp could be too old to be useful
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