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For Immediate Release May 03, 2005
Contact: Cristi Allen
callen@decisionanalyst.com
Phone: 817-640-6166

Arlington, Texas (April 29, 2005) - Homeowners say familiarity with contractors is more important than advertising when it comes to seeking bids on a new heating, ventilation or air-conditioning system, according to a major study by Decision Analyst, a leading international marketing research and marketing consulting firm.

In its recently completed American Home Comfort Study, Decision Analyst found that 44 percent of homeowners seeking bids on a new home comfort system turn to contractors with whom they have had a positive relationship.

However, not all homeowners have an established relationship with a contractor, which highlights the importance of referrals and advertising. The study found that 20 percent of homeowners seek bids based on referrals from friends and colleagues, while 10 percent look to advertisements, including Yellow Pages or featured promotions.

"To be considered by the homeowner as the installation contractor of choice, it is essential that HVAC contractors develop services that allow frequent contact with the homeowner,'' said Diane Brewton, senior vice president. "These should be services designed to keep them in good standing and easily remembered. The survey showed that a good personal reputation with the homeowner is a key element in the homeowner's decision on whom to trust when buying a new central comfort product.''

Conducted in 2004, Decision Analyst's American Home Comfort Study is one of the largest studies of the HVAC industry ever undertaken.

Methodology

The American Home Comfort Study was conduct in July and August of 2004. It is based on a nationally representative sample of 1,481 homeowners who have replaced their HVAC equipment in the past 24 months. Respondents were recruited from Decision Analyst's online American Consumer Opinion® panel. The margin of error at a 95% confidence level is plus or minus 3 percent.

About Decision Analyst

Decision Analyst, Inc. (www.decisionanalyst.com) is a leading marketing research and marketing consulting firm specializing in advertising testing, strategy research, new product development, and advanced modeling for marketing decision optimization. The firm delivers competitive advantage to clients throughout the world in the consumer packaged goods, telecommunications, retail, high technology, medical and pharmaceutical, utilities, and e-commerce industries. Decision Analyst operates the American Consumer Opinion® Online Panel, one of the world’s largest Internet consumer opinion panels, with more than five million participants.

For additional information contact:
Cristi Allen
Publicity
Email: callen@decisionanalyst.com
Phone: 1.800.ANALYSIS (262.5974)
Address: 604 Avenue H East
Arlington, TX 76011

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