what data quality is all about

Data quality is about the rows

I have always struggled with the term data quality because quality is one of those slippery words. Quality is a descriptive term.  In that way it is like a statistic and can be used describe something in any way that is convenient.

One way to nail down this slippery term is to remember that data quality is about finding transactions, or rows, of data that are bad.  I like to say "bad for business".

So "data quality is about the rows" becomes ...

Data quality is about finding rows that are bad for business

How you do that is a highly specialized art that depends on many specific factors.  Maybe that's why the term is so generic to begin with?