How to Protect Privacy in Large Datasets: The right balance between data protection and data utility in behavioural research
Introduction
Although surveys were around way longer it was not until the second half of the 20th century, with the global spread of telephone lines, that consumers became used to the possibility of being interviewed at any time. Of course, we can consider this newborn activity as a vulneration of intimacy but in general terms, we can state that respondents were duly treated with care by companies conducting surveys. Researchers were good at creating a...