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    Exploring reidentification risk: is anonymisation a promise we can keep?

    Nunan, Daniel and Di Domenico, M. (2016) Exploring reidentification risk: is anonymisation a promise we can keep? International Journal of Market Research 58 (1), pp. 19-34. ISSN 1470-7853.

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    The anonymisation of personal data has multiple purposes within research: as a marker of ethical practice, a means of reducing regulation and as a safeguard for protecting respondent privacy. However, the growing capabilities of technology to gather and analyse data have raised concerns over the potential reidentification of anonymised datasets. This has sparked a wide-ranging debate among both academic researchers and policy makers as to whether anonymisation can continue to be relied upon. This debate has the potential to create important implications for market research. This paper analyses the key arguments both for and against anonymisation as an effective tool given the changing technological environment. We consider the future position of anonymisation and question whether anonymisation can retain its key role given the potential impact on both respondent trust and the nature of self-regulation within market research.


    Item Type: Article
    School: School of Business, Economics & Informatics > Management
    Depositing User: Administrator
    Date Deposited: 22 Jun 2016 13:27
    Last Modified: 22 Jun 2016 13:27


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