The ETF industry, led by the Investment Company Institute (ICI), has come together to help puzzled investors.

The ICI has partnered with 14 fund firms to launch a new website, www.understandETFs.org, designed to improve the public's understanding of exchange-traded products.

The website has a question-and-answer section aimed at the average investor. Questions include, "What is an ETF?", "What kinds of ETFs are available?" and "How can an ETF be evaluated?" There is also a section with links to other websites with information on ETFs.

The website is a "collaborative effort" between the ICI and 14 fund firms:

AdvisorShares Investments

Charles Schwab Investment Management

Columbia Management

db-X ETFs

First Trust Portfolios

FlexShares

Guggenhei Investments

Invesco PowerShares

iShares

Market Vectors

Pimco

ProShares

State Street Global Advisors

Vanguard 

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