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Being ethical takes constant diligence, and in many situations identifying the right choice can be difficult. In this in-depth book, contributors from top companies in technology, finance, and other industries share experiences and lessons learned from collecting, managing, and analyzing data ethically.

You receive an e-mail. It contains an offer for a complete personal computer system. It seems like the retailer read your mind since you were exploring computers on their web site just a few hours prior....

As you drive to the store to buy the computer bundle, you get an offer for a discounted coffee from the coffee shop you are getting ready to drive past. It says that since you're in the area, you can get 10% off if you stop by in the next 20 minutes....

As you drink your coffee, you receive an apology from the manufacturer of a product that you complained about yesterday on your...