Marketers need to be concerned about the growing public uneasiness over the effect of information technology on privacy and in turn society's willingness to respond to survey requests. They also need to be aware of the various uses to which data supplied by consumers may be used in the design, evaluation, and enforcement of public policies. This paper attempts to weigh the potential benefits and risks society faces as a result of government use of marketing research data and computer matches. The author concludes that while there is more to be gained than lost due to computer matching programs, advances in information technology and matching theory call for more rigorous safeguards on respondent anonymity.
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