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The Dilemmas in Using Behavioural Big Data

Behavioural Big Data (BBD) refers to very large and rich multidimensional data sets on human and social behaviours, actions, and interactions, which have become available to companies, governments, and researchers. However, behavioural researchers using big data face not only methodological and technical challenges but also ethical and moral dilemmas, says Professor Galit Shmueli.

Professor Galit Shmueli is Tsing Hua Distinguished Professor at the Institute of Service Science, and Director, Center for Service Innovation & Analytics, College of Technology Management, National Tsing Hua University, Taiwan. Visiting Faculty, Indian School of Business.

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