Many organizations and businesses collect information and feedback from customers, clients and employees in order to improve products and services. Government agencies, schools and other service institutions often collect information to update records.
Data collection like these examples may be done via mailed postcards, magazine/newspaper inserts, electronic forms, or even as a reminder on a receipt.
This kind of information can provide a valuable scorecard for performance, but compiling and tallying the data is labor-intensive and prone to error. It can be tricky to capture meaningful data from electronic forms, even though the data is probably going into a database.