Now that so-called big data is providing access to information that would not previously have been discovered, what are the ethical or other boundaries around companies’ use of this data?

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Now that so-called big data is providing access to information that would not previously have been discovered, what are the ethical or other boundaries around companies’ use of this data?
It matters to me because I use data to analyze users behavior during my internship. And sometimes it is very intriguing to know some information that might violate privacy. But I just want to know the line and I also want to know other people’s perspective on this kind of sensitive information.
I want you to find 4 sources and briefly do an annotated bibliography and give me two scholars, and find quotes (clearly showing what the scholar is stating) from the work about these scholar opinions.

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