Using IPEA to Evaluate Ethics of Big Data satisfaction and Improvement Strategies in Taiwan Market Research

• Main Authors: WEI, WAN-CHING, 魏宛靚
• Other Authors: HO, LI-HSING
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/84962940020112756213

碩士 === 中華大學 === 科技管理學系 === 105 === The purpose of this study is to establish the ethic items of big data and evaluate its' performance that concerned by consumers in Taiwan market through empirical research. First, the ethic items of big data will be inducted by literature review and experts' suggestions, these will be provided to organizations for well management by self-checking ethic items when conduct market research, and as the base for designing questionnaire for collecting respondents' perception and cognition. In order to understand the ethic items performance and improvement strategies of big data in Taiwan's market research, this study develop IPEA methodology by making a combination with IPA and SERVQUAL, except to figure out these ethic items' satisfaction, expectation, importance and performance, and to find out core ethic items of big data, then decide the strategies for improvement. This will be a good base and valuable for ethics of big data improvement activities which conducted by industries, government and academy for the future.