Data collection benefits and disadvantages in consumer marketing
Cook, Kiara (2023)
Cook, Kiara
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023053116499
https://urn.fi/URN:NBN:fi:amk-2023053116499
Tiivistelmä
This thesis examines the impact of data analytics on consumer marketing and explores its effects on consumers and broader society. Specifically, it investigates the positive, negative, and ethical implications of consumer data collection especially from the consumers point of view. The study aims to assess whether these effects influence consumers' willingness to share their data and if it impacts consumer behavior.
To achieve this, a comprehensive analysis is conducted, combining primary research through a consumer survey with an extensive review of existing literature. The results are then compared with the findings from the literature review.
The outcomes of this research have practical implications for businesses, enabling them to gain insights into the perspectives of their customers and understand the advantages and disadvantages of consumer data collection from the customer's standpoint. The thesis will go over content mining Consumers can also use this research to educate themselves on the topic of data collection. Additionally, the study emphasizes the importance of addressing potential negative issues and implementing measures to safeguard consumer interests, highlighting the potential mutual benefits for both consumers and companies.
Furthermore, this thesis explores how companies communicate their data collection protocols and privacy practices to their customers. It also investigates the ethical and environmental concerns associated with data collection, analysis, and utilization.
To achieve this, a comprehensive analysis is conducted, combining primary research through a consumer survey with an extensive review of existing literature. The results are then compared with the findings from the literature review.
The outcomes of this research have practical implications for businesses, enabling them to gain insights into the perspectives of their customers and understand the advantages and disadvantages of consumer data collection from the customer's standpoint. The thesis will go over content mining Consumers can also use this research to educate themselves on the topic of data collection. Additionally, the study emphasizes the importance of addressing potential negative issues and implementing measures to safeguard consumer interests, highlighting the potential mutual benefits for both consumers and companies.
Furthermore, this thesis explores how companies communicate their data collection protocols and privacy practices to their customers. It also investigates the ethical and environmental concerns associated with data collection, analysis, and utilization.