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Forest Products Society

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Publication: Journal of Forest Products Business Research
Authors: 0
Reference ID: Volume 5, Article No. 2
Publish Year: 2008
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Title: An Application of Textual Analysis in the U.S. Residential Siding Industry
Description:
This study explores an alternative, less intrusive approach to conventional market research survey methods: software-based textual analysis of promotional attributes. Market research on the relative importance of building material attributes can provide valuable insight for developing promotional materials and/or product positioning. The alternative approach explored in this research, applied to the U.S. residential siding industry , minimizes survey shortcomings such as low response rates, survey costs, and respondent and sample bias.

Magazine advertisements by U.S. residential siding manufacturers were analyzed to identify the product and service attributes used in the promotion of siding products. Textual analysis software assisted the classification and
tagging of attributes within five classes of siding material (solid wood, wood composite, vinyl, fiber cement, and brick/masonry ). Following identification and compilation of attribute mentions, analysis of advertisements within material classifications was performed. Findings of this exploratory research indicate that siding manufacturers use magazine advertising to convey to builders unique product and service attributes such as product ability to be incorporated into a multitude of home designs, curb appeal, and backing by a reputable company and warranty. Theoretical implications of the methodology described in this study are particularly relevant to researchers experiencing low survey response rates and/or to industrial marketers seeking to effectively position products within the marketplace.

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