Through the years, I have seen numerous reports that provided the reader with no useable information. Why you may ask? Because the report creator didn't understand the difference between data and information.
Data is a number; an answer; a disparate answer without focus or label. An example could be 7, apple, The Oscars.
Great, what does 7 mean? I know what an apple is, but what is the context?
Here's an example of a report, what's wrong with it?
Quantity Item Price Amount
5 Apple $10.00 $ 50.00
1 Banana $20.00 $ 20.00
2 Pear $25.00 $ 50.00
Total $120.00
What does this report show? Is it an Inventory Report?, a Sales Report?, a Purchase Order?, an Invoice?
You don't know because the all important LABEL is missing. Once the Label(s) are attached, the report is now information.
Inventory Report
As of 2/28/2013
Quantity Item Price Amount
5 Apple $10.00 $ 50.00
1 Banana $20.00 $ 20.00
2 Pear $25.00 $ 50.00
Total $120.00
See the difference?!