3.1.3 Quality
Data quality focuses on the attributes of data (e.g., accuracy, consistency, completeness) and its suitability for meeting business requirements.  But this is the IT definition.  A business definition orientates toward the believability of the data.  That is, how is the data regarded to being true, real and credible.  It's based on perception and if people don't believe data (and it's host application), they are not likely to use it.  It could be of high 'IT' quality and still not believed and then not used.  So, how do we increase the business believability of the data.  PPDM is posed to help out greatly this because key pointers like source, row quality and effective/expiry dates are modeled into every table.