## **Learning Outcomes**

After reading this article, you will be able to differentiate between data, information, and knowledge. You will explain how raw data becomes useful information, identify attributes of quality information, and apply the ACCURATE framework when evaluating information for business decision making. You should be able to recognise why information quality is critical for effective management and recognise typical exam scenarios involving these concepts.

## **ACCA Business and Technology (BT) Syllabus**

For ACCA Business and Technology (BT), you are required to understand the distinction between data, information, and knowledge, and explain the qualities of good information essential for effective business operations and decision making. In particular, this article addresses:

- Definition and differences between data, information, and knowledge
- The importance of information within business
- The main characteristics of good information (using 'ACCURATE')
- The impact of information quality on business decision making
- Applying information quality criteria in practical scenarios

## **Test Your Knowledge**

_Attempt these questions before reading this article. If you find some difficult or cannot remember the answers, remember to look more closely at that area during your revision._

1. Which of the following best describes the transformation from data to information?  
   a) Storing raw numbers in a spreadsheet  
   b) Analysing and summarising raw facts to support decisions  
   c) Keeping records in their original format  
   d) Recording every transaction twice

2. In the ACCURATE acronym, which letter represents the need for information to be delivered 'on time'?  
   a) C  
   b) U  
   c) T  
   d) R

3. Which of the following is NOT a characteristic of good information?  
   a) Relevance  
   b) Completeness  
   c) Excessive cost  
   d) Understandability

4. Give one example that illustrates the difference between data and information in a business context.

## **Introduction**

Organisations make decisions based on the information available to them. However, not all data is useful or meaningful. Effective management relies on converting raw data into information that supports sound decision making. Understanding the characteristics of high quality information is essential for ACCA candidates and for real-world business success.

> **Key Term: data**  
> Pieces of unprocessed facts, figures, events, or transactions that have not yet been organised to provide meaning.
>
> **Key Term: information**  
> Data that has been processed and structured, providing meaning and relevance to its recipient.
>
> **Key Term: knowledge**  
> The application of information, combined with experience and understanding, to enable effective action or decision making.

## The transformation from data to information

Raw data is gathered from various sources – internal transactions, external research, system records, etc. On its own, data lacks immediate context or value for decision making. When data is processed, organised, and summarised, it becomes information that can be used to monitor business performance or support management actions. The quality of the resulting information determines its usefulness.

### **Worked Example 1.1**

**A company records weekly sales figures for each of its five branches. What is the difference between data and information in this scenario?**

> **Answer:**  
> The list of weekly numbers for each branch is data. Creating a report that compares total sales and highlights which branch performed best is information, as it helps management identify trends and make decisions.

## Characteristics of good information

Not all information is equally useful for decision making. Bad information can lead to poor choices, wasted resources, or compliance failures. To judge the quality of information, managers use a set of standard attributes. The ACCURATE acronym is commonly used for this purpose:

- **A** - Accurate: Free from significant errors; reliable for the intended purpose.
- **C** - Complete: Contains all information necessary; nothing important is missing.
- **C** - Cost-beneficial: The value gained from using the information justifies the effort and expense of obtaining it.
- **U** - Understandable: Clearly presented so recipients can act on it.
- **R** - Relevant: Directly applies to the decision or issue at hand; excludes unnecessary detail.
- **A** - Adaptable: Flexible enough to be adjusted for different uses, users, or contexts.
- **T** - Timely: Received when needed to take action; not so late as to be obsolete.
- **E** - Easy to use: Structured and formatted for practical use; accessible and well communicated.

### **Worked Example 1.2**

**A manager receives last year's market research survey in preparation for this month's product launch. Which attribute of good information is most clearly missing, and why?**

> **Answer:**  
> Timeliness is missing. The information is out of date, so it may not reflect current market conditions. Using late information can result in poor product or pricing decisions.

## The ACCURATE criteria explained

### Accurate

Reliable information should be precise and checked for errors. Inaccuracies can cause costly mistakes.

### Complete

Missing data means the user risks basing decisions on partial or misleading evidence.

### Cost-beneficial

Obtaining information should not exceed its value to the business. There is no benefit from spending more on collecting data than it will save or earn the organisation.

### Understandable

Information must be delivered in a form that users can easily interpret. Technical jargon, poor layout, or overloaded reports reduce effectiveness.

### Relevant

Only information that directly supports the user's needs or objectives is useful. Extraneous information distracts and may cloud judgement.

### Adaptable

Good information can be tailored, summarised, or reformatted for different audiences or circumstances.

### Timely

Information delivered too late is of little or no value. Managers need current, future-oriented data to plan effectively.

### Easy to use

Easy-to-use information is structured, clear, and readily accessible, increasing the likelihood it will be acted upon.

### **Revision Tip**

Focus on the meaning of each ACCURATE component and memorise the acronym for the exam. Create your own examples to strengthen learning.

## Why information quality matters

High-quality information helps organisations:

- Make better decisions with reduced risk
- Respond quickly to opportunities or threats
- Monitor and control operations efficiently
- Comply with legal and reporting obligations

Poor information quality can lead to financial loss, reputational damage, regulatory penalties, or missed business objectives.

### **Worked Example 1.3**

**A retailer bases its stock reorder levels on old, incomplete sales data and frequently runs out of popular products. Which attributes of good information are not being met?**

> **Answer:**  
> Timeliness (using outdated sales data), completeness (not all relevant data used), and accuracy (potential for errors) are lacking, leading to stockouts and lost sales.

## **Summary**

Information must be transformed from raw data into useful, meaningful outputs that help management achieve objectives. The ACCURATE criteria ensure information used within the business is of sufficient quality for effective decision making. Reviewing each attribute helps avoid common business risks and supports exam success.

## **Key Point Checklist**

_This article has covered the following key knowledge points:_

- Differences between data, information, and knowledge
- How data is processed into information
- ACCURATE: the essential attributes of good information
- Why information quality is critical for business decision making
- Risks to organisations from using poor quality information

## **Key Terms and Concepts**

- data
- information
- knowledge

Data information and knowledge - Characteristics of good information