Data Quality Assurance refers to the processes and practices that ensure the accuracy, consistency, and reliability of data throughout its lifecycle. This involves identifying and correcting errors, validating data against predefined standards, and implementing measures to prevent future issues. Effective Data Quality Assurance helps organizations make informed decisions based on trustworthy information. It often includes regular audits, data cleansing, and monitoring systems to maintain high-quality data. By prioritizing data quality, businesses can enhance their operations and improve customer satisfaction.