Question

With U.S. consumers becoming more environ-mentally conscious, there has been an explo-sion of eco-friendly products on the market.
One notable entry has been the gas-electric hybrid car. A large nonprofit environmental group would like to tar-get customers likely to purchase hybrid cars in the future with a message expressing the urgency to do so sooner rather than later. They understand that direct mailings are very effective in this regard, but staying true to their environmental concerns, they want to avoid doing a nontargeted mass mailing. The executive team met to discuss the possibility of using data mining to help identify their target audience. The initial discussion revolved around data sources. Al-though they have several databases on demographics and
transactional information for consumers who have purchased green products and donated to organizations that promote sustainability, someone suggested that they get data on contributions to political parties. After all, there was a Green party, and Democrats tend to be more concerned about environmental issues than Republicans. An-other member of the team was genuinely surprised that this was even possible. She wondered how ethical it is to use information about individuals that they may assume is being kept confidential.

Questions:

• Identify the ethical dilemma in this scenario.

• What are the undesirable consequences?

• Propose an ethical solution that considers the welfare of all stakeholders.

Answer 1

ANSWER::

Answer a) The ethical dilemma is whether to use the data source of the political parties and its legal implications.

Answer b) The undesirable consequences could be the following:

1. Legal implications of using the data without the consent of the public.
2. Authenticity of data provided by the source.
3. Error of context between environmental consciousness and interest in automobile products.
4. Confidentiality of the data sources and implications of usage rights.
5. Conclusion of effective and appropriate price deals with the partners.
6. Inputs and analytics required to filter the required data.

Answer c) The ethical solution to use the data is to ask the consent of the people associated with the political party through online campaigns. This will not only help in taking the consent, but also will filter out the data of people interested in the green automobile products and technologies. If the group or number of people show interest in this campaign further, the choices and the preferences can be asked without much hassles and extra efforts required for the further data collections also. Other option is to partner with local NGOs and Non-Profit Organizations to perform independent primary data collection instead of relying on the secondary data of political parties. The primary data provided will be more reliable and effective than the other sources of data.

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