Business Glossary

method of data entry utilizing a magnetic tape to input data to a computer system. Tape entry is more efficient and accurate than key entry or scan entry, because it involves no document handling and no clerical processing that might introduce human error. In direct marketing, tape entry is the preferred means of entering orders to a fulfillment system but is only possible when the orders are prepared for entry by an intermediate organization such as a telephone agency or subscription agent. Orders received directly from customers are almost always in hard copy form.

method of entering data to a computer via an optical character recognition machine commonly referred to as a scanner. Scan entry is a much faster and more accurate type of data entry than key entry. Usually, the fewer the number of characters to be read, the more accurate the scan entry is and the fewer rejects there are. Scan entry makes it possible to enter orders, payments, and some types of customer complaints at a rate of 12,000 to 18,000 documents per hour. Scan entry is also used to record product and price information at store checkout counters. Coupon clearing houses use bar code scanners to tabulate coupon redemption rates. The U.S. Postal Service uses barcode and ZlP code scanners to sort mail.

type of computer data entry accomplished by manually typing the information on a computer keyboard. Key entry is much less efficient than other types of entry, such as scan entry or tape entry, because it is slower and more prone to human error. However, the computer equipment required to key enter data is easily affordable by most business organizations. Scan entry equipment can be quite costly, and tape entry applies only to situations where orders are received from intermediaries, such as telephone agents, and not directly from consumers who submit their orders in hard-copy format or over the telephone.