1. A computer implemented iterative process for generating entity representations in a computer implemented database using a record matching formula and for generating parameters for the record matching formula, each entity representation comprising at least one record, the database comprising a plurality of records, each record comprising a plurality of fields, each field capable of containing a field value, the process comprising: calculating a field weight for a selected field, the field weight for the selected field derived from each of a plurality of field value weights for the selected field, each of the field value weights derived from a field value probability for a corresponding particular field value in a particular field; forming a plurality of entity representations in the database, each entity representation comprising at least two records linked using a first instance of the record matching formula, at least one entity representation comprising a first record linked to a second record using a first instance of the record matching formula wherein the first record comprises a different field value in its selected field than that of the second record, the first instance of the record matching formula comprising a negative of the field weight for the selected field; calculating a weight parameter for the selected field, the weight parameter for the selected field corresponding to a likelihood that an arbitrary entity representation in the database comprises two different records each comprising a different field value in its respective selected field, the weight parameter being a negative number; linking at least two entity representations in the database based on a second instance of the record matching formula, wherein the second instance of the record matching formula comprises the weight parameter, whereby a number of entity representations in the database is reduced by the linking at least two entity representations relative to a number of entity representations in the database prior to the linking at least two entity representations; and retrieving information from at least one record in the database.