In order for the Pennsylvania Builders Association (PBA) to offer educational programs that are relevant to the present and future needs of its membership, the Pennsylvania Housing Research Center was requested to conduct a series of focus group sessions in different regions of the Commonwealth. The objectives of the research were to assess individuals actively involved in various aspects of the residential building industry regarding: (1) their perceived need for continuing education; (2) their views about the educational opportunities currently offered through PBA; (3) their list of priority topics for future educational offerings; (4) ways to make educational program opportunities more appealing to builders; and (5) effective marketing techniques for educational offerings. Data were collected in four pre-determined and distinctively different regions of Pennsylvania: the Northeast, Northwest, South-Central and Southeast.

Individuals who participated in this study strongly recommended that PBA continue offering educational seminars that were specifically designed for both the new and the well established builder in Pennsylvania. Participants agreed that a basic knowledge of construction techniques would continue to be necessary. However, in order for today's builders to succeed, they also must be competent in business management practices, and must keep abreast of the most current financial, legal and government imposed regulations.

Data analysis that indicated the participants in this study had a preference for seminars which addressed a single topic in that depth. They also expressed a need for more advanced seminars to be developed. When participants were asked why they, or others like them, choose to attend a particular seminar, the most frequent replies included: (a) the topic and its current relevance; (b) an instructor's teaching ability; (c) the length of time required to attend the full session; and (d) the location of the seminar. Participants in this study indicated they would be willing to drive one hour to attend an educational offering.

When discussing the most appropriate method for advertising a forthcoming seminar, participants discussed the difficulty they had finding time to read the volume of mail already being sent to those in the residential building trades. However, they did suggest methods they personally would likely use to receive information: (a) a notice in Keystone Builder; (b) through "the locals;" and (c) a friend or other member in the industry.

Although not a part of the discussion guidelines developed for this research effort, a topic surfaced that generated much discussion. Members participating in this study believed it was now time for the Pennsylvania Builders Association to investigate ways to begin a licensing or certification program for those actively building homes in Pennsylvania.

This focus group research project brought together small, medium and large volume builders, remodelers, and specialty subcontractors who were given the freedom to say anything about a given topic under discussion. Individuals participating were randomly selected, and the research conclusions found in the report appeared across all of the groups surveyed.

The results of this research project were discussed by the Education Committee of PBA and incorporated into their long-range educational plan. Findings were also shared with the National Association of Home Builders - Home Builders Institute personnel.

New topics will be added to the menu of seminars already being offered through the Pennsylvania Builders Association.