DMA Releases Guide to Consumer Privacy

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The Direct Marketing Association yesterday released a guidebook designed to help marketers understand consumer attitudes about privacy.

"Making Sense of the Privacy Debate: A Comparative Analysis of Leading Consumer Privacy Surveys," cites studies from firms such as Harris Interactive, Forrester Research, Wirthlin Worldwide and Gallup News Service.

"The book provides information on how to protect against privacy pitfalls, as well as how to develop better surveys," said Michael Turner, senior director of strategic information at the DMA.

The DMA recommends the guidebook for chief privacy officers in direct and interactive marketing. DMA members can buy it at The DMA Bookstore on its Web site,, or by calling 301/604-0187. It costs $49.95 for members and $74.95 for nonmembers.

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