MKT.9:4.2 - Qualify the information used for this choice

Recover the source, subject and currentness of the information. Distinguish something the customer stated from an inferred preference, a recorded action or an assumption supplied by a model. Confirm an action-changing condition when the present decision cannot safely rely on its existing basis. A person’s earlier attendance does not establish current availability; a click does not establish that they can perform the required work.

Use information under its applicable access and use conditions. Make consequential information correctable by the person or other appropriate source. An organisation’s purchaser, user and access authority can supply different answers; do not merge their preferences or permissions into one profile.

If a needed condition is unknown, choose the least elaborate adequate continuation: ask a focused question, offer a clearly conditional option, use an available suitable default, or stop the dependent selection. A default is suitable only when its consequences remain acceptable under the unresolved difference. More data collection is warranted when its answer can change the proposal enough to justify the burden.