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    Exploring reidentfication risk: is anonymization a promise we can keep?

    Nunan, Daniel and Di Domenico, M. (2016) Exploring reidentfication risk: is anonymization 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 data-sets. This has sparked a wide ranging debate amongst 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 remain its key role given the potential impact on both respondent trust and the nature of self-regulation within market research.


    Item Type: Article
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: Daniel Nunan
    Date Deposited: 05 Jan 2017 10:53
    Last Modified: 02 Aug 2023 17:30


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