Companies like Target are looking for new ways to get customers to shop at their locations. They have learned through market research that there are certain times in a person’s life when they are more open to changing their buying habits. The most significant of these times is when a woman is having her first child since products will be needed for the baby.
By carefully examining purchasing habits of twenty-five products, Target is able to determine the likelihood that a woman is pregnant and when her baby is due. This gives them the first opportunity to market to the expectant mother instead of waiting on birth information that is available through public records like companies used to have to do. They can then carefully time coupons and offers around key dates that items might be needed.
Key Ethical Issues
Target’s collection and possible sale of private information could go against basic principles of confidentiality since people trust that they are not revealing information that is confidential. One expects that their personal information is protected and not just provided to anyone who is willing to pay for it. At the same time, people expect Target not to be buying influence ...
... middle of paper ...
...ent analytic methods, but sometimes choose the right thing to do is not the easier thing.
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