Market research and the ethics of big data

Daniel Nunan and MariaLaura Di Domenico

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.

Market research and the ethics of big data

Daniel Nunan

University of Reading

MariaLaura Di Domenico

University of Surrey

Introduction

We never, ever in the history of mankind have had access to so much information so quickly and so easily.

(Vint Cerf, ‘father...

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