Like honesty, privacy is good policy. And it's also profitable. Proponents say proper privacy practices are also "good for business." Now it appears there is actual evidence to back up this proposition. A recent survey suggests there are some correlations in consumer perceptions of a company's privacy practices, trustworthiness and market standing. Conducted by Carlson Marketing Canada, a Toronto-based market research firm, and the Ponemon Institute, a privacy research think-tank based in Elk Rapids, Mich., the survey solicited feedback from 4,100 Canadian consumers to determine which companies they perceived as most trustworthy for honouring their privacy commitments, and what factors they used to make their assessments.
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