Ref: IMD-7-2274

Case study

Reference: IMD-7-2274

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DIY Cambridge Analytica: Running Personality Analytics

Karl Schmedders

By Professor Karl SchmeddersKarl Schmedders, Marc Chauvet and Jung Eung Park

The case walks the readers first through the Cambridge Analytica scandal, eliciting its effect and presenting an overview of the analysis the infamous company did. Readers are then introduced with simple steps on how a similar approach may be used today - running surveys on inconspicuous questions very affordably and quickly, and creating simple analytical models (linear and logistic) to infer respondents' age and gender. The raw survey data is available upon request to the co-authors.

Learning Objective

  1. Present the highlights of the Cambridge Analytica scandal.
  2. Introduce how even small amounts of inconspicuous data can reveal personal information.
  3. Present simple models that can be used to do so.
Settings Global
Cambridge Analytica, Facebook, Communication
Type Published Sources
Copyright ©IMD 2021
Language English
Order this case study

Reference: IMD-7-2274

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