How to protect privacy in large datasets

Date of publication: November 18, 2016

Abstract:

In the digital age, market researchers are looking for new methodologies to understand consumer behaviour. Behavioural data collection through passive metering adds value to survey based data collection, as it measures objective data better because it is not limited to human memory. Data collected in a passive way can be perceived as intrusive to the research participant's privacy and intimacy. In our presentation we intend to provide a model to empower the participants, carefully protect their personal information and at the same time preserve the utility of the data collected. This model can help researchers to effectively deal with difficulty in recruiting research participants as well as help prevent biases in the collected data.

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