4. Explain the importance of intellectual property rights pertaining to computer
technology and software development.
Section C: Case Study (30 Marks)
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Read the following case study and answer the questions that follow. Each question
carries 15 marks.
Case Study: Ethics in Data Analytics
Scenario:
XYZ Analytics is a company specialising in data analytics for marketing purposes. The
company has access to personal data from users across various social media platforms,
including demographic details, browsing behaviour, and online purchasing history.
Recently, XYZ Analytics developed a new predictive model to forecast consumer
behaviour and has started selling this data to third-party advertisers without explicit
consent from the users.
One of the major clients, TechMart, used this predictive model to launch targeted user
advertisements. However, it was found that the model disproportionately targeted
individuals from marginalised communities with certain high-interest loans. Additionally,
some of the predictive outcomes led to users needing to be more profiled accurately,
affecting their on line experiences and opportunities.
A whistle blower within XYZAnalytics raised concerns about the ethical implications of this
model. They argued that using data without explicit consent violated user privacy and that
the profiling mechanisms could reinforce societal inequalities. The management
responded by stating that their data usage complies with platform policies and that users
implicitly agreed to such data processing when using social media platforms.
Questions:
1. Evaluate the ethical issues involved in XYZ Analytics' use of personal data in
its predictive model. (15 Marks)
2. What ethical frameworks or principles could XYZ Analytics apply to mitigate
the negative consequences of their actions? Provide specific strategies they
could implement. (15 Marl<s)
End of Question Paper
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