Despite this being "fairly straightforward", I don't get it.
Say you have something like (AB)+(CD). If you apply De Morgan's, you get something like ((A'+B')(C'+D'))', no? But now you've got this negation around the whole thing, so it's not in CNF. Conversely, if you start with something like (A+B)(C+D), you end up with ((A'B')+(C'D'))', don't you? But that's not DNF, because there's a negation around it.
Can you really convert from CNF to DNF and visa versa using De Morgan's laws; if so, how do you do it? If not, what procedure should you use?
If I think about it heuristically, I can see that (A+B)(C+D) = AC + AD + BC +BD, but I don't see a general procedure. Is it just that 'multiplying' it out is the manual procedure?