7. Quality of Information

• Accuracy
• Relevance
• Age 
• Completeness
• Comprehensible

Accuracy

The weather forecast is not much use if it is inaccurate. In 1987, the BBC weather forecaster predicted that there would be some 'strong winds'. This turned out to be the biggest understatement of the decade as Britain saw itself in the midst of a hurricane.

Relevance

A weather forecast for Florida might be nice, but it won't help someone living in the UK decide if they need to take an umbrella to work.

Age (up to date)

How recently was the data collected? Yesterday's weather forecast will not really be of much use to anyone.

The quality of data usually deteriorates with age, although different data ages at different rates. For example, supermarket prices change frequently, last month's prices are probably inaccurate. Whereas census data collected every ten years will generally be accurate for at least a few years. Detailed weather data used in forecasting is of little value after 24 hours.

Completeness

A weather forecast for the morning may not be sufficient - will you need that overcoat to wear home in the afternoon?

Data that is not complete may provide misleading information. The bar code reader will not provide all the data about stock leaving the shop. There may be theft or item may be spilt or broken. The number of bottles of lemonade on the shelf is information that can be obtained from the stock control system. The information may be wrong however if the data collection is incomplete or flawed.

Comprehensible

The weather forecast must be understood by the audience. Meteorologists may know what an isobar means, but they need to translate specialist terms into language that the general public will understand in order for it to make sense.