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    Market research & the ethics of big data

    Nunan, Daniel and Di Domenico, M. (2013) Market research & the ethics of big data. International Journal of Market Research 55 (4), pp. 505-520. ISSN 1470-7853.

    MR Ethics of Big Data.pdf - Author's Accepted Manuscript

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    The term ‘big data’ has recently emerged to describe a range of technological and commercial trends enabling the storage and analysis of huge amounts of customer data, such as that generated by social networks and mobile devices. Much of the commercial promise of big data is in the ability to generate valuable insights from collecting new types and volumes of data in ways that were not previously economically viable. At the same time a number of questions have been raised about the implications for individual privacy. This paper explores key perspectives underlying the emergence of big data and considers both the opportunities and ethical challenges raised for market research.


    Item Type: Article
    School: School of Business, Economics & Informatics > Management
    Depositing User: Daniel Nunan
    Date Deposited: 13 Oct 2016 06:31
    Last Modified: 10 Jun 2021 01:05


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