Qualitative and Quantitative Research Methods

Mannheim Business School

Qualitative and Quantitative Research Methods

FT MBA 17                                                                              25-Sept-2016

A-        Directive 95/46/EC establishes the framework for the free movement of data within the EU and takes into account the protection of privacy and personal data. The directive legalizes the gathering and storage of personal data with a number of conditions, such as that the data subject has unambiguously given his consent, or in case the processing is necessary for the performance of a contract where the individual is involved, or to comply with legal obligations of the controller. Gathering and processing personal data is also permitted in case it is necessary for the protection of the vital interests of the individual or in favor of the public interest.

The directive clearly mentions the right of the data subject’s as well. The firms should have the legal grounds to obtain information, and of course with the obligation of clearly informing the data subject about the way of data acquisition, the purposes, and the storage methods among many other things. The directive restricts the transfer of data to a third party with few exceptions, such as obtaining the approval of the data subject or if it is for the public interest as defined by the member states, otherwise, the subject has the right to start a lawsuit against the party that is breaching the contract.

B-        Directive 2002/58/EC allows the firms to contact existing customers for the purpose of offering similar products or services and that contact should be free of charge. This is legalized in case the contact information was obtained by the same company and in accordance with Directive 95/46/EC. The customer should have the right to reject the above mentioned usage after being informed about the future use of all collected data. Multiple forms of direct marketing lie within this legislation such as personal telephone calls. Furthermore, all member states are expected to monitor and restrict these calls only to users who previously gave their consent.

C-        As per the EY directive 95/46/EC, behavioral tracking is legitimate in case of analyzing the effectiveness of website design and advertising or when used to facilitate the provision of information society services, their use should be allowed on condition that users are provided with clear and precise information in accordance with the directive. furthermore, as per article 5(3) of the directive 2002/58/EC, storing or accessing information on a user’s terminal equipment requires prior informed consent as well as a clear and comprehensive information in accordance with directive 95/46/EC with the right to refuse such processing by the data controller.