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Yes, this exercise will surface all manner of ethical — and possibly legal — conflicts and risks. The more data-centric or Web 2.0ish an organization becomes, the more quickly and easily portfolios of interactional, behavioral, and transactional opportunity emerge.
At the same time, it is long past time for the field to have a serious conversation where their data comes from, and the ethics of using big data. For some researchers, that spreadsheet could have been an ethically questionable window into contemporary corporate practices.
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