@article {Evans:15 January 2001:1352-2752:17,
	author = "Evans M.",
	author = "Patterson M.",
	author = "O'Malley L.",
	title = "The direct marketing-direct consumer gap: qualitative insights",
	journal = "Qualitative Market Research: An International Journal",
	volume = "4",
	year = "15 January 2001",
	abstract = "The need to explore consumer reactions to any form of marketing is central to the marketing concept and this paper reports part of an industry-funded project to investigate how consumers interact with direct marketing. The programme was qualitative, based on both individual depth interviews and group discussions. A theme of "paradox" emerged from the research in a variety of ways. Consumers generally take a pragmatic view of marketing activity, but at the same time they are sceptical of much direct marketing. The research identifies consumers' key concerns with direct marketing as: privacy, control and relevance. The resulting "gaps" between direct marketing practice and consumer expectations and desires produce clearer areas for the direct marketer to address.",
	pages = "17-24(8)",
	url = "http://www.ingentaconnect.com/content/mcb/216/2001/00000004/00000001/art00002"
}