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

Nunan, D. and Di Domenico, M. (2015) 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 datasets. This has sparked a wide-ranging debate among 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 retain its key role given the potential impact on both respondent trust and the nature of self-regulation within market research.

Item Type:Article
Divisions:Henley Business School > Marketing and Reputation
ID Code:44809
Publisher:The Market Research Society


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