Market research and the ethics of big data

Daniel Nunan, M. Di Domenico

Research output: Contribution to journalArticlepeer-review


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.
Original languageEnglish
Pages (from-to)505-520
Number of pages16
JournalInternational Journal of Market Research
Issue number4
Publication statusPublished - 2013


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