Document evZ0kjwoRvOGdzDXKD8GmZNeg
PIPE RESOURCE ORGANIZATION MARKET RESEARCH SURVEY
Prepared for: Pipe Resource Organization of The Vinyl Institute
September 1992
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INTRODUCTION Objectives
1
To determine the impact of the communications program conducted by The Vinyl Institute and The Pipe Resource Organization in terms of--
Correcting misperceptions about the fire performance of PVC pipe
Promoting the good performance properties of PVC pipe
To determine the recognition of the efforts of The Vinyl Institute and The Pipe Resource Organization in providing information about PVC pipe;
To determine the best communication channels for delivering informa tion about PVC pipe to The Vinyl Institute's and The Pipe Resource Organization's target audiences.
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Research Method
The survey of industry members was carried out using personal telephone interviews with executives and managers from The Pipe Resource Organization's target audiences.
In total, 250 industry interviews were completed for this survey.
In the initial part of the questionnaire, respondents were screened to determine their involvement with electrical materials.
Work Function
Public Utility specifiers/ users Consulting Engineers Installers Code Makers Manufacturers Total
AWWAJ Interviews
50
50 15 9
0 124
Pipe Resource Organization
Interviews
50
Total Interviews
100
50 100 2 17 9 18 15 15 126 250
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There were several important differences in the makeup of the two lists. The first was from a geographic distribution standpoint.
Region
New England and Atlantic
Central
South/Southwest
Mountain and West Coast
Interviews from AWWA List
20% 25% 30%
25%
Interviews from Pipe Resource Organization List
Total Interviews
29% 20% 34%
25% 22% 32%
17%
22%
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In terms of job titles, the two lists were also somewhat dissimilar.
4
Title Heads/Managers of Water Bodies Company Officers Engineers-Privatc Sector Engineers-Govemment Managers-Govcmment Managers-Private Sector Engineers-Water Bodies Miscellaneous/Other
AWWA Journal Interviews 44%
41% 5% 2% 5% 0 0 4%
Pipe Resource Organization
Interviews 20%
21% 21% 12% 5% 9% 6% 4%
Total Interviews
32%
31% 13% 7% 5% 4% 3%
4%
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Statistical Precision
5
With the samples employed, the results of this survey have the following statistical precision:
Sample
Precision
250 196-190 157-141 126-100 80-74 62-51 38-32
18-15
+ 5% + 6% + 7% + 8% + 9% + 11% + 14% +20%
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Trade Editor Interviews
6
Six telephone interviews were conducted with editors of industry trade journals from a list of 11 editors supplied by Edward Howard & Company.
Nancy Zeilig, Editor American Water Works Journal
Ron Rosencrans, Editor Underground Focus
Dave Hodges, Editor The Florida Specifier
Greg Norton, Managing Editor Pipelines & Utility Construction
Edward Rodie, Editor Public Works
Jim Harrington, Technical Editor Plastics in Building Construction
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CONCLUSIONS
7
1. The Vinyl Institute's communications program is reaching its audience.
Awareness of The Vinyl Institute among those who receive its communica tions is very high
67% PRO list 16% AWWAJ list
On an overall basis, 42 percent of the total group surveyed knew of The Vinyl Institute. (Q.ll, pg. 43)
VINYL INSTITUTE AWARENESS
Percent
PRO list
/WVSftJ list
Total
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8 Most people who are aware of The Institute recalled having seen or received
information on PVC pipe from the organization.
75% Yes
(Q.12, pg. 45)
RECALL OF COMMUNICATIONS
By those aware of Vinyl Institute
100 P--er-c-e-n-t --------------------------------------------------------
80 -
- -- - --
ttes No Don't know
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Articles or advertising on PVC pipe had very good awareness and contributed to being better informed abut the product.
Over seven out of ten (71%) of all those interviewed recalled seeing trade journal articles on successful installations or distribution systems using PVC pipe. Recall was higher (77%) among those more informed about PVC pipe, than among those informed to about the same degree (67%).
(Q.8, pg. 37)
RECALL OF ARTICLES
On installations or systems using PVC
Percent
Total Sur\yeO
More mlormea H >es ^ No
mformea same
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10 Trade journal advertising with case histories of successful installations or
distribution systems was recalled by 70 percent. It also had more recall among those who have become more informed about PVC pipe (81% vs. 63%).
(Q.9, pg. 39)
RECALL OF ADVERTISING
On installations or systems using PVC
Percent
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11 The Vinyl Institute's communications have increased knowledge and changed
attitudes. 81% Increased their knowledge of PVC pipe's performance charac teristics Very much or Somewhat. (Q.12a, pg. 47)
VI INCREASED KNOWLEDGE
Among those recalling VI communication 100P1--e-rc-e-n-t----------------------------------------------------------
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12 Seventy-seven percent say that this information contributed to their more favorable attitude toward specifying or using PVC pipe.
(Q.12b, pg. 50)
VI IMPROVED ATTITUDES
Among those recalling VI communication
Percent
very muCft'Swnai
Not mucn^Not an Don't know/No answer
Somewhat ^3 vary much ^ Not mucn
Don't know/N
049
13
Moreover, 42 percent of all those surveyed, whether they were aware of The Vinyl Institute or not, feel more informed about PVC pipe today than they were three years ago.
(Q.6, pg. 33)
CHANGED IN INFORMED
Among total surveyed
too |P--e-rc-e-n-t-----------------------------------------------------
80 -
60 -
-
More informed
aooui tne same
Less informed
Tnart were inrea years ago
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14 Nineteen percent overall have developed a more favorable attitude toward using PVC pipe.
(Q.5, pg. 29)
CHANGED IN ATTITUDE
Among total surveyed
Percent 100 |--
80 -
60 - 40 -20 -
O'--
Tnan *re tnree years ago
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On almost every measure of evaluation those interviewed from the Pipe Resource Organization list and those aware of The Vinyl Institute are more positive about PVC pipe and rate it significantly higher.
PRO List/ AWWAJ List
Aware VI/ Not Aware
Favorable attitude
15%165%
74%/66% (Q.3, pg. 24)
More informed
49%/35%
52%/35%
(Q.6, pg. 33)
Attitude changed
25%/13%
26%/l5%. (Q.5, pg. 29)
Overall Excellent or Good rating
88%/77%
88%/78%
(Q.14, pg. 54)
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2. The basic premise of The Vinyl Institute communications is well proven.
By communicating information on PVC pipe, industry members become more familiar with it and better informed about PVC pipe. Those more familiar with the use of PVC pipe consistently were more positive about PVC pipe and gave it significantly higher ratings.
For example, those Extremely or Very familiar with PVC pipe gave it significantly higher ratings on six out of ten characteristics than those just Somewhat familiar with PVC pipe. (Q.15, pg. 56)
RATING OF CHARACTERISTICS BY DEGREE OF FAMILIARITY
EXCELLENT PLUS GOOD SCORES
Characteristic Weight and handling ability
Extremely and Very Familiar
100%
Somewhat Familiar
96%
Difference +4
Not Familiar
83%
Resistance to corrosion
99%
93% + 6
83%
Resistance to electrical,
electrostatic and galvanic
96%
92% + 4
78%
interaction
Ease and economy of instal lation
94%
84% +10* 78%
Resistance to leaching
79% 69% + 10* 50%
Durability
81% 61% +20* 56%
Resistance to permeation 76% 65% + 11* 50%
Strength
75% 58% + 17* 39%
Tapping properties
65% 46% + 19* 39%
Ease of locating PVC pipe after it has been installed in the ground
JJiliercncc statistically signmcant
17%
9% + 8
11%
Difference + 17 + 16
+18
+16 +29* +25* +26* +36* +26*
+6
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Ninety percent of those Extremely or Very familiar with PVC pipe rated its overall performance as Excellent or Good, compared with 74 percent of those who are no more informed than they were in the past.
(Q.14, pg. 54)
OVERALL PERFORMANCE
By Familiarity with PVC Pipe
Percent
Extremely * Very Fam
Somewhat Familiar
HI Excellent * Gooa ^ Fair Poor
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Those more informed about PVC pipe are more likely to use it. Those having become more informed about PVC pipe over the last three years were three times as likely to have become more favorable towards using PVC pipe (31%), than those who haven't become better informed about the product (10%).
(Q.5, pg. 29)
MORE FAVORABLE TO USE
By Change In Being Informed
Percent
100----------------------------------------------------------------------------
80 -
60 -
40 '
20 -
0-
wore favoraoie HI wore Informed ^ inlormcc Aoojt Same
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3. Familiarity with the use of PVC pipe, and attitudes towards its use and specification are quite good.
92% - Extremely, Very or Somewhat familiar
FAMILIARITY WITH PVC PIPE
Among total surveyed 100P--e-rc-e-n-t
80 -
60
40
2C 0 tmiiSiuimiiiiiiiii:;;;::;
Not tamiliar Somewnat ^ vary I___ I Extremely ES3 Nor all [OHa Not lo
(Q.l, pg. 19)
70% - Favorable attitude 18% - Neither favorable nor unfavorable 12% - Unfavorable
FAVORABILITY TO PVC USE
Among total surveyed
1001P--e-rc-e-n-t
80 -
60 - -
40
20 0
Favorat>ie
Neitner
UniavoraDie
Don't know
(Q.3, pg. 24)
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People are more informed about PVC pipe.
42% - More informed 56% - Informed about the same degree 1% - Less informed
20 (Q.6, pg. 33)
CHANGED IN INFORMED
Among total surveyed
Than war* inree years seo
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21 For a significant percent attitudes are more favorable today than three years ago.
19% - More favorable attitude 76% - About the same attitude 3% - Less favorable attitude
CHANGED IN ATTITUDE
Among total surveyed
(Q.5, pg. 29)
Tnan *era thraa years ago
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The overall performance of vinyl materials is rated highly.
22
83% - Overall performance rated Excellent or Good 12% - Overall performance rated Fair or Poor
(Q.14, pg. 54)
OVERALL PERFORMANCE
Among total surveyed
Percent
Excellent -Good
Fair-Poor
Good ^ Excellent t1 Poor
Don't know -air :::::! Don't know
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4. Non-users or non-specifiers of PVC pipe are not as sold on PVC's performance or properties. They are less familiar with the product and less favorable towards its use than users or specifiers.
Familiarity with PVC pipe among non-users or non-specifiers stood at 75 percent compared to 97 percent for users or specifiers.
(Q-l. pg- 19)
FAMILIARITY WITH PVC PIPE
By Usage
Percent
Users/Speci tiers
Non-user s/Non-spec
H Familiar ^ Not Familiar
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24 Forty-three percent of non-users or non-specifiers have an unfavorable attitude toward using PVC pipe, while 80 percent of users or specifiers are favorably inclined.
(Q.3, pg. 24)
ATTITUDE TOWARDS USAGE
By Usage 100 Percent
80 60 40 20
0
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Less than half of non-users or non-specifiers (47%) rated PVC pipe's overall performance as Excellent or Good, compared to 93 percent of users or specifiers with this opinion.
(Q.14, pg. 54)
OVERALL PERFORMANCE
By Usage
Percent 100
80
60
40
20
0 Users/Soe&l>ers
Non-users/Non-soec
HH Excellent Good Egga Fair Poor I ' Don't Know
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Both users or specifiers and non-users or non-specifiers concurred in rating PVC pipe Excellent or Good on Weight and handling ability, and Fair or Poor on Ease of locating PVC pipe after it has been installed in the ground.
Where they differed was that non-users and non-specifiers were much less favorably inclined towards PVC pipe's Strength, as well as its Durability, its Tapping properties, its Resistance to leaching, its Resistance to permeation, and its Ease and economy of installation.
(Q. 15, pg. 56)
Strength
EXCELLENT PLUS GOOD SCORES
Characteristic
Users/ Specifiers
Non-users/ Specifiers
78% 27%
Durability
81% 45%
Tapping properties
64% 29%
Resistance to leaching
81% 49%
Resistance to permeation
77% 47%
Ease and economy of installation
95% 69%
Resistance to corrosion
99% 86%
Resistance to electrical, electrostatic and galvanic interaction
96%
84%
*Dilicrcncc statistically significant
Difference +51* +36* +35* +32* +30* +26* +13*
+12*
(Q. 15, pg. 56)
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Non-users and non-specifiers are much more likely to be located in the New England and Atlantic Region (31%) and the Central Region (30%) than in the rest of the country (11%). (Q-2, pg. 21)
REGIONAL LOCATION
By Usage
Percent
Users/Soeci tiers
Non-users/Non-soec
NE - At
Central S * SW B Mt wC
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Overall, 20 percent of those surveyed were non-users or non-specifiers of PVC pipe. (Q.2, pg. 21) The principal reason given for not using or specifying was the preference for other materials, mainly ductile iron (37%). Another 14 percent reported problems with PVC on strength or breaking or cracking. (Q.2a, pg. 23)
USAGE AND SPECIFICATION
Percent
Users/Speci tiers
Non-users/Non-spec
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29 5. Concern about the effect of PVC pipe on water qualities does not seem to be
a major problem.
Of the small group (29 people) who have an unfavorable attitude towards using PVC pipe, only 3 or 10 percent said that the reasons concerned water quality.
(Q.4a, pg. 28) Of those who say they do not use or specify PVC pipe (51 people), just 2 or 4 percent cited concerns about leaching.
(Q.2a, pg. 23)
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Only 4 percent of all those surveyed agreed they have a great deal of concern about the effect of PVC on water quality and are less inclined to use or specify it.
Most people (81%) said they have either no concern or just some concern about the effect of PVC pipe on water quality, while another 14 percent have a moderate concern, but still use or specify PVC pipe.
(Q.16, pg. 88)
CONCERN FOR EFFECT
On Water Quality By PVC Pipe 1001P--e-rc-e-n-t------------------------------------------------------
No*Some
Mooerate
Great deal
Don't know
Some ^ no I I Mooerate S3S9 Great oeti GH3 Don't know
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6. The Vinyl Institute is using the best regarded information channels in its program.
Trade journal articles and Industry newsletters were the top rated sources in terms of receiving useful information on water pipe, well ahead of Trade show exhibits, Presentations at industry meetings and Trade journal advertising - Trade journal articles, 81% Excellent or Good. Industry newsletters, 63% Excellent or Good.
INFORMATION SOURCES
On PVC Pipe
(Q.17, pg. 90)
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7. Knowledge of PVC's properties is good, but there is still work to be done to improve matters.
The highest ranked characteristics as PVC's best properties for water distribution - Ease, economy and speed of installation and corrosion resistance - were named by only 45 percent and 44 percent respectively on an unaided basis.
(Q.4, pg. 26)
PVC PIPE BEST PROPERTIES
By those favorable to use
Percent 100
80
60
20
insti R Core Cost
Lt wt
Eesy
Lg Lf
Flow
For ~i!*r oistnoution ssoiicitions
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Of ten characteristics on which PVC pipe was rated for performance, there were four where better than 90 percent rated vinyl as Excellent or Good.
(Q.15, pg. 56)
For three of the characteristics over one in four rated PVC pipe as Fair or Poor.
RATINGS OF CHARACTERISTICS
| Characteristics
Excellent Plus Good
H Weight and handling ability
98%
H Resistance to corrosion
96%
| Resistance to electrical, electrostatic and galvanic interaction
94%
Ease and economy of installation
90%
Resistance to leaching
f Durability
74% 73%
| Resistance to permeation
71%
| Strength
67%
| Tapping properties
57%
| Ease of locating PVC pipe after it has been | installed in the ground
14%
Fair Plus Poor 0% 2%
2% 7% 8% 18% 13% 28% 28%
74%
Don't Know
1% !%
3% 3% 16% 7% !3% I
4%
13%
10% 1
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The New England and Atlantic Region and the Central Region are less supportive of PVC pipe than other areas.
Familiarity with PVC pipe is high across all geographic regions. However, use or specification is lower in the New England and Atlantic Region (67%) and the Central Region (68%), than it is in the South and Southwest Region (88%) and Mountain and West Coast Region (89%).
(Q.2, pg. 21)
USE/SPECIFICATION
By Region
Percent
NE 4 At
Central
BB Use/Specihcation
S 4 SW
Mt 4 WC
Non-use/Non-spec
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35
This tracks with lower favorable attitudes toward the use of PVC pipe in both of these areas (54% and 64% respectively), compared to the South and Southwest Region (80%) and the Mountain and West Coast Region (77%).
(Q.3, pg. 24)
ATTITUDE TOWARD USE
By Region
100 -Percent
80
60
40
20
0
NE & At
Central
S & SW
Mt & WC
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Finally, only 69 percent in the New England and Atlantic Region rated the overall performance of PVC pipe as Excellent or Good. Eighty percent did so in the Central Region. This compared to 91 percent and 89 percent in the South and Southwest Region and the Mountain and West Coast Region respectively.
(Q.14, pg. 54)
OVERALL PERFORMANCE
By Region 100P--e-rc-e-n-t
NE 8 At
Central
S 8 Sw
Mt 8 WC
Excellent Good
Pair Poor
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The survey of six trade editors revealed that all were aware of The Vinyl Institute and all recalled receiving information from it. (Q.8, pg. 112, and Q.9, pg. 113)
Four of six editors had a high regard for PVC pipe's overall performance, while two did not feel they could make a judgement. (Q.13, pg. 117)
OVERALL PERFORMANCE
Among six trade journal editors
6,N--u-m--b-e-r---o-f--E-d-i-to--rs---------------------------------------------------- -------
Excellent-Good
Fair*Poor
Good S3 Excellent l_J Poor
Don't know Fur l":=:t Don't know
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38 They rated PVC pipe performance on various properties similarly as the
industry representatives. (Q.14, pg. 118)
PERFORMANCE RATINGS
Among six trade journal editors
6 N-u--m-b--e-r-o-t--e-d-i-to-rs----- B -------------------------------------
*r
R Cors wt R Elct Ease Dur Tap R Lcn R Prm Strg Loc ExcellenfGood ^ FaifPoor l.,_i Don't knew
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The editors did not express a great deal of concern about the effect of PVC pipe on water quality and none of them said they were less inclined to support the specification of PVC pipe.
(Q. 15, pg. 119)
WATER QUALITY CONCERN
Among six trade journal editors
Number ot editors
No-Some
Moderate
Great deal
Don't know
Some ^ No I i Moderate <:-iL:i Don't know
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40 Five of the six editors felt better informed about the properties of PVC pipe today than three years ago and three cited The Vinyl Institute as the main source of the information that had made them better informed.
(Q.6, pg. 110 and Q.7, pg. Ill)
CHANGE IN BEING INFORMED
Among six trade journal editors
6N--u-m--o-e-r--o--t--e-d-i-t-o-r-s-------------------4
2
0 More informed informed same Less informed
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