SCENARIO Please Use the Following to Answer the Next Question

question 56

Multiple Choice

SCENARIO Please use the following to answer the next question: TripBliss Inc. is a travel service company which has lost substantial revenue over the last few years. Their new manager, Oliver, suspects that this is partly due to the company's outdated website. After doing some research, he meets with a sales representative from the up-and-coming IT company Techiva, hoping that they can design a new, cutting-edge website for TripBliss Inc.'s foundering business. During negotiations, a Techiva representative describes a plan for gathering more customer information through detailed questionnaires, which could be used to tailor their preferences to specific travel destinations. TripBliss Inc. can choose any number of data categories - age, income, ethnicity - that would help them best accomplish their goals. Oliver loves this idea, but would also like to have some way of gauging how successful this approach is, especially since the questionnaires will require customers to provide explicit consent to having their data collected. The Techiva representative suggests that they also run a program to analyze the new website's traffic, in order to get a better understanding of how customers are using it. He explains his plan to place a number of cookies on customer devices. The cookies will allow the company to collect IP addresses and other information, such as the sites from which the customers came, how much time they spend on the TripBliss Inc. website, and which pages on the site they visit. All of this information will be compiled in log files, which Techiva will analyze by means of a special program. TripBliss Inc. would receive aggregate statistics to help them evaluate the website's effectiveness. Oliver enthusiastically engages Techiva for these services. With regard to TripBliss Inc.'s use of website cookies, which of the following statements is correct?

• A) Because not all of the cookies are strictly necessary to enable the use of a service requested from TripBliss Inc., consent requirements apply to their use of cookies.
• B) Because of the categories of data involved, explicit consent for the use of cookies must be obtained separately from customers.
• C) Because Techiva will receive only aggregate statistics of data collected from the cookies, no additional consent is necessary.
• D) Because the use of cookies involves the potential for location tracking, explicit consent must be obtained from customers.

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Definitions:

Bootstrap

A statistical method that involves resampling with replacement from a dataset to assess variability in a statistic.

Permutation

A permutation is an arrangement of all or part of a set of objects, with regard to the order of the arrangement.

Income

Financial gain accumulated over a period, such as wages from employment, profits from investments, or returns from assets.

Bootstrap Confidence Interval

A method for estimating the confidence interval of a parameter by resampling with replacement from an original dataset and calculating the interval from the bootstrap samples.