ACCA Strategic Professional · Advanced Performance Management · Data science and analytics
Marlow Telecom wants to use customer call-centre recordings, collected for complaint handling, to build a model that predicts staff bonuses by scoring employees' tone of voice. Customers were never told of this use. Which data governance or ethical principle is most clearly at risk?
Purpose limitation is at risk. The recordings were collected for complaint handling and customers were not told they would be used to score employees for bonuses. Using personal data for an incompatible, undisclosed purpose breaches this principle, whereas timeliness and integration are not the central issue.
- APurpose limitation, because data collected for one purpose is reused for an incompatible one without consent or transparencyCorrect
- BData minimisation, because too few recordings were collected
- CData timeliness, because the recordings are older than one month
- DData integration, because call data is stored separately from payroll
Explanation
Reusing data for a purpose different from that originally communicated, without transparency or consent, breaches purpose limitation. Data minimisation concerns collecting no more than necessary, not too little; timeliness and integration are quality or architecture matters, not the ethical issue in the scenario.
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