Question: A massive online retailer often uses data on customer demographics, interests, and behavior and wants to learn more about its best customers. It decides to

A massive online retailer often uses data on customer demographics, interests, and behavior and wants to learn more about its best customers. It decides to track its customer

s online behavior to offer more personalized services with the shopper

s consent. The retailer clearly outlines how the data will be used. The retailer sells its data, including personally identifiable data, to a third

-

party marketing research agency. What ethical issue in marketing research is at play here?

Transparency

Data validity

Data reliability

Privacy

Interviewer bias

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