The case walks the readers first through the Cambridge Analytica scandal, eliciting its effect and presenting an overview of the analysis the infamous company did. Readers are then introduced with simple steps on how a similar approach may be used today – running surveys on inconspicuous questions very affordably and quickly, and creating simple analytical models (linear and logistic) to infer respondents’ age and gender. The raw survey data is available upon request to the co-authors.
• Present the highlights of the Cambridge Analytica scandal.
• Introduce how even small amounts of inconspicuous data can reveal personal information.
• Present simple models that can be used to do so.
Facebook, Cambridge Analytica, Business Management Services, Communication
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