Which option represents an unethical or inappropriate practice in data collection for audience research?

• A. Informed consent
• B. Privacy protection
• C. Selling data without consent
• D. Transparency about data usage

Answer: (C)

Ethical data collection in audience research centers on respect for participants' autonomy and privacy. Informed consent means people know what data will be collected, how it will be used, and they agree to it. Privacy protection keeps data secure and limits who can access it. Transparency about data usage lets participants understand how their information will be used and shared. These practices build trust and help ensure compliance with legal and ethical standards. Selling data without consent crosses a boundary: it uses personal information for purposes participants didn’t agree to, often without their knowledge, which can cause harm, undermine trust, and may violate data protection laws. That’s why it’s considered unethical or inappropriate in this context. The other practices described are the responsible foundations of audience research.