A computer implemented method of and system for capturing, storing and organizing quality feedback information associated with products sold by a retail enterprise. The quality feedback information is stored and organized within a relational database in accordance with a logical data model comprising a plurality of entities and relationships defining the manner in which quality feedback information is stored and organized within the relational database. The relational database, populated with quality feedback information, provides the retail enterprise with the means to analyze and improve retail operations, to better manage store inventory, and more efficiently manage product sales and returns.