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ASC Proceedings of the 41st Annual Conference
University of Cincinnati - Cincinnati, Ohio
April 6 - 9, 2005         
 
Contractor Understanding and Involvement in the LEED Green Building System
 
Kenneth C. Williamson III, Ph.D., Bentley Scott, MSCM, and Richard R. Burt, Ph.D.
Texas A&M University
College Station, Texas
 
This study investigates construction company demographic factors and involvement factors between selected contractors, within the state of Texas, on their level of manager understanding of the LEED Green Building Rating System.  Sixty-nine upper management employees responded to the survey and were stratified into those who could provide an effective definition and those who could not.  Company descriptors included the factors of company classification, business sector, business volume, and management employee count. This study found that no demographic company descriptors indicated a higher level of LEED understanding. Involvement factors included LEED business, LEED familiar management employees, LEED accredited management employees, LEED training offered, and LEED training incentives offered.  Only the involvement factors of LEED accredited management employees and LEED training offered provided significant likelihood results.
 
Key Words: LEED, Sustainable Buildings, Green Building, Environment, Understanding
 
 
Rationale
 
All sectors of the construction industry and every advocate of the built environment are all responsible in some way for managing the resources that are available to both the private and public sectors. The responsibility of managing the design and construction of sustainable buildings is an issue that is beginning to gain some recognition by certain private owners, public municipalities and particular branches of the federal government. As a result, these entities are starting to require the inclusion of environmentally sound and health responsible systems and materials in many Requests for Proposals (RFP). Sustainable green building practices have evolved to ensure that buildings are designed and constructed in an environmentally productive and health conscious manner. The principles of green building focus on the reduction of the environmental impact associated with the built environment including operational processes and the production of raw materials used in building (Black, 2002).
 
Of special interest, to this study, is the Leadership in Energy and Environmental Design (LEED) Green Building Rating System, which is one of several design and construct control templates and the most widely used instrument nationwide. The construction industry can be considered to be a key indicator of how the LEED system is or is not gaining acceptance. It is imperative to the future of the sustainable building movement to identify knowledgeable contractors and measure their level of involvement in programs such as LEED, so that sustainable practices may be put into a perspective which could assist in affecting positive change.
 
This paper reports on a study undertaken to investigate construction firm demographics that could identify key factors which indicate positive LEED system involvement. The investigation measures multiple company demographics modeled to compare firms by industry sector, management employee counts, business volume, and training and training incentives, while controlling for management’s knowledge and understanding of the LEED system. It is hypothesized that the as LEED system knowledge and understanding increases there will be differences between construction firms on the selected key demographic factors.
 
The LEED Green Building System
 
The LEED Green Building System is a control tool that may be utilized to produce a sustainable, environmentally sound, and user-friendly building. The United States Green Building Council (USGBC) is the organization that regulates the LEED certification process. The mission statement of the program, found in the LEED Policy Manual, states that “LEED encourages and accelerates global adoption of sustainable green building and development practices through the creation and implementation of universally understood and accepted standards, tools and performance criteria. According to the LEED policy Manual, LEED is a product, a brand and a “flexible yet consistent rating system.” Some of the strategic goals of LEED include achieving “high profile and successful product launches, earning widespread endorsement by the private and public…, to earn widespread and routine endorsement by Federal State and Local Government, adoption as a vehicle for policy development and implementation, improved LEED performance criteria as the industry gains experience with integrated design and green construction, etc. (USGBC, 2003).”
 
The rating system itself encompasses several different sets of standards to cover the many different types of construction projects, across all building sectors. The fully functional standards include LEED-NC which is a set of standards for new commercial construction, LEED-EB, which is a set of standards for existing buildings, LEED-CI, which is a set of standards for commercial interiors. LEED-CS, which is a set of standards for core and shell projects, is still being developed and is currently being tested. LEED-H, which is a set of standards for residential building and LEED-ND, which is a set of standards for neighborhood development have yet to be developed. According to information obtained from the USGBC, the LEED rating system was designed to fulfill specific design goals in the six areas of: sustainable sites, water efficiency, energy and atmosphere, materials and resources, indoor environmental quality, and innovation in the design process. Each one of these categories has an allotted number of points that are assigned to them for selected elements (of both design and construction) such as storm water management, construction waste management, thermal comfort, etc. In turn, each one of these elements is assigned a point value and an accumulation of a certain number of points may allow a project to obtain a LEED rating of either Certified (26-32 points), Silver (33-38 accumulated points), Gold Level (39-51 accumulated points), and Platinum Level (at over 52 points) for a grand total of 69 possible points. Not every point is applicable to every project as some elements are project specific (USGBC, 2004).
 
The Construction Industry
 
CEO’s, vice presidents, construction managers, and other members of mid to upper level management who work for construction firms are responsible for spearheading decisions within the company including training in new technologies, systems, processes and methods. Even though the knowledge of an individual manager and company philosophy are very similar, it is imperative to the thoroughness of the research to encompass the knowledge of these individuals who are a reflection of both a personal and organizational understanding of the LEED system. Of interest to this study is how the firm is stratified within the industry, how well it’s managers understand the LEED system, and what the firm does internally to meet the needs of the LEED market niche.
 
The construction industry continually classifies its constituent relationships through several ranking measures. The Engineering News Record (ENR) annually reports the Top 400 general contractors in the U.S. ranked by construction revenue and new contracts in the previous year including joint ventures, subcontracts, design-construct contracts and “at-risk” contracts in sectors ranging from general building, manufacturing, power, water supply, sewerage/solid waste, industrial process, petroleum, transportation, hazardous waste, and telecommunications (ENR, 2004). These Top 400 companies are often considered to be the leaders within the construction industry and are expected to be more cognizant of new market trends and aggressive in meeting the needs of these new markets.
 
Another classification of contractors is those who are not only leaders but are interested in investigating trends within the construction industry that will assist them in making their corporate decisions. The Construction Industry Advisory Council (CIAC) at Texas A&M University is an organization supported and composed of subscribing members ranging from individuals to corporations who are involved in the construction industry and are interested in supporting and promoting Texas A&M University in terms of research, academic and other programs (CIAC, 2004). Therefore, CIAC members will represent the industries diversity by the quantity and types of the projects that each represents in their portfolio relative to construction sector activity. A greater number of these companies would be expected to be less cognizant of LEED, than the Top 400, due to their lack of national rank.
 
Involvement within a business niche is considered to include several descriptors that may be used to stratify construction companies. Factors, which could be used, include annual construction revenue, count of management employees, familiarity and the level of involvement in the LEED system. An example would be the annual firm business volume compared to LEED business volume which would provide the percentage of total annual revenue that involves the LEED system. This measure could demonstrate how successful a firm has been in attracting niche business and how much of the built environment includes LEED elements.
 
LEED System Awareness and Preparedness
 
In addition to company business sectors and descriptors, LEED involvement may also be described as a process where awareness and preparedness of the entire organization to meet niche needs differ among organizations. In order to be prepared a company must have an awareness of a program or system, which should include extensive training and experience in the system and its requirements. Awareness is defined for this study as a phenomenon that takes place when a person or entity has become informed about a particular subject to a level that allows the knowledge to be applied in some way (UK, 2004). LEED knowledge therefore, is an important part of awareness and branches from an understanding of the concepts of green building and the technologies behind it that, when combined, make the LEED system possible. When analyzing awareness and preparedness levels of LEED, it is prudent to begin by asking what the LEED Green Building System is and what it is used for. Once this question has been answered and understood the next step is to understand how it may be used and where the goals of the system are applicable to the construction industry. Once an understanding of LEED has been reached, an understanding of how the operational structure of the varying companies in the form of an integrated approach, should be studied.
 
The awareness levels of upper management should be a significant predictor of corporate preparedness. Preparedness is one of the key descriptors incorporated into this study in terms of the ability a company possesses to efficiently and smoothly implement the green building processes that LEED requires. Preparing a work environment to accept change is not always easy, however with a thorough training curriculum an effort may be made to implement new programs and technologies into the existing operating structure of a company. In an article entitled Guidelines for Preparing a Workplace Skills Plan, Jeff Sacht discusses some of the approaches a workforce preparedness plan should take. According to Sacht one of the first questions upper management should ask is what functions will the new program require in the business? Additionally, other concerns should include new requirements that might be needed in terms of work skills or efforts in the workforce (Sacht, 2004).
 
LEED accreditation is a process by which professionals become accredited experts on the LEED rating system, its uses, and benefits etc. LEED training and accreditation of construction professionals shows how the construction firm has committed its time and resources to the implementation and management of the LEED rating system. This lends some credibility to the green building program as it shows the role LEED has is of some importance to the construction processes of that particular organization as opposed to those companies that do not train for or use the LEED system. Management employee counts versus the counts of LEED accredited management employees is also considered to be indicative of system involvement. Finally, it is important to consider whether or not the firm offers LEED training and training incentives, as each of these are indicators of company involvement.
 
A basis for the analysis throughout this study can be found in the way that preparedness and awareness are handled on either an individual or organizational level. Issues of awareness and preparedness are essential elements in discovering how the LEED Green Building System has been accepted and implemented by the construction industry. In a study by Robert Schafer and John Tait, it is noted that the existing knowledge and the resulting attitudes which people have will affect whether or not they adopt new ideas (Schafer & Tait, 1986). This statement guides this research effort, in that, it is believed that whether LEED awareness is extensive or meager is a reflection of management’s knowledge and understanding. It is for this reason that the case has been made for each organization to thoroughly analyze the manager’s understanding to ascertain how the LEED system has been accepted in practice.
 
One of the best ways to assess how aware and knowledgeable an individual or organization is about the LEED system, is to establish an assessment of awareness levels by asking a specific question about the LEED system and green building. A key element to this research is the ability of the manager respondent to be able to define the LEED system within the limits of their knowledge and understanding. For this study to effectively stratify the firm’s demographic information on each of the above measures requires that the respondent be aware of the LEED system concepts and have a level of understanding that produces an effective and correct definition.
 
Goals of the Study
 
The goal of this study was to investigate construction industry demographic factors between selected contractors listed in the ENR Top 400 within Texas and those within the Construction Industry Advisory Council at Texas A&M University on their understanding and involvement in the LEED Green Building System. To achieve this goal the following objectives have been established:
 
To identify how companies differ with respect to classification, sector, business volume, and management employee size. It is hypothesized that a company will differ demographically as the understanding of the LEED system increases.
 
To identify how companies differ with respect to LEED familiar and accredited employees, LEED business, and the offering of LEED training and training incentives. It is hypothesized that a company will become more aware and prepared in the LEED system as a function of increased manager understanding.
 
The greatest impact this study may have may be in the level of understanding that associations and team groups are shown to have concerning the perceptions of importance and benefit of the LEED system within the construction industry. The construction industry will benefit by understanding the value of being not only aware but of being prepared to respond to this new and innovative trend in project design and construction. In each case, the results may guide these interest groups to make better decisions, improve marketing strategies, and affect more positive changes toward sustainable building.
 
 
Method
 
Design
 
The design of the study was a 2 x 1 factorial, which included two between-subjects factors (company description and LEED involvement) by one within-subject factor (understanding). The company description factor had four sub-groups (company classification with two levels [CIAC, and Top 400], business sector with sixteen levels [private or public, single family, multi-family, office, hospital, retail, governmental, education, energy, civil, industrial, religious, entertainment, and miscellaneous], business volume with four levels in millions of dollars [<125, >=125 - <250, >=250 - <1000, and >=1000], and management employees with three levels [<100, >=100 - <1000, and >=1000]. The company LEED involvement factor had five sub-groups (business, familiar employees, accredited employees, training offered, and training incentives offered each with two levels [No and Yes]. The understanding factor was scored by counts of key word inclusion within provided definition using two levels, 0 to 3 and 4 to 7.
 
Subjects
 
The sample (N = 155) consisted of members of the construction industry from a list of the ENR 400 who have offices in Texas and from the Construction Industry Advisory Council CIAC at Texas A&M University. Of the surveyed firms thirty-five companies were ranked in the ENR 400 and 120 companies were members of the CIAC. Respondents ranged from project managers to vice presidents, CEO’s and other members of the project management team.
 
Materials
 
A postal-based and web-based survey instrument was developed to assess participant understanding of the LEED green building system. The demographic questions were formulated from the key factors identified within the literature review and discussion of study rationale. The questionnaire incorporated both quantitative and qualitative questions.
 
Procedure
 
The survey protocol was a postal mailing of the survey questionnaire to each of the participants. Within this mailing was a letter of introduction, on Departmental letterhead, an acknowledgement of participation, directions on responding to the survey, and a return envelope. The participants were informed that they could either respond to the survey in written format using the postal survey or by electronic format using the Internet based survey. The instrument was administered in November 2004 and responses were received through December 2004. The web-based survey automatically placed response data into a database, while the researcher used the web site to enter the data received from the postal returned surveys.
 
Analysis
 
In order to ensure adequate LEED knowledge and understanding the respondent’s LEED definition will be evaluated using the following LEED definition:
 
The LEED (Leadership in Energy and Environmental Design) Green Building System is a voluntary, consensus-based national certification program for developing, quantifying, and verifying high-performance, sustainable buildings. LEED works to promote the design and construction of buildings that are environmentally responsible, profitable and healthy places to live and work. The program awards individual credits in the areas of site development, water conservation, energy efficiency, materials and resources, and indoor air quality.
 
Four external evaluators chose seven key words, certification, building, design, construction, sustainable, environment, and health, which would represent full understanding if included within the definition. Three additional external subject matter experts provided definitions of Green Building to establish a score for expert knowledge and understanding with respect to these key words. Two scored 86% and one scored 100%. In addition, all definitions will be fit to a word count listing to assess the counts and implied value of these key words within the respondent’s definitions.
 
The examination of the data will be used in a Chi2 test, which required fitting the understanding measure to nominal representations versus continuous analysis of frequency for between-subjects. Each participant received all questions of company description and LEED involvement therefore the independent measures are the reported values fit to nominal categories controlled for by manager score of correctness of understanding. Data will be fit to determine the likeliness of cell membership in one of the independent understanding variable levels.
 
 
Results
 
This section reports the results of an analysis on the information obtained by the LEED survey. This discussion includes three major sets. The first is a description of the sample population. The second examines the knowledge and understanding of the respondents. Lastly, an examination of the effects of the company descriptors, with sub-groups of company classification, business volume, management employees, and LEED descriptors, with sub-groups of LEED business, LEED familiarity, LEED accredited employees, LEED offered training, and the offering of LEED training incentives.
 
Sample Characteristics
 
Of the 155 participants, 69 completed the survey, 37 via Internet and 32 via postal mail, providing a 45% response rate. Fifty-six (81%) were classified as CIAC and 13 (19%) were classified as Top 400 companies. The annual business volume of the respondents was 63.9 billion, which was administered by 66,172 management employees. The sectors with the highest business volumes were office and hospital each with 15%, governmental with 20% and education with 10%. Table 1 provides a complete breakdown of the respondent’s work by industry sector.
 
Table 1
Industry Sector Descriptors 
 
Private
Public
 
 
 
 
 
Percent
59%
41%
 
 
 
 
 
 
 
 
Single Family
Multi-Family
Office
Hospital
Retail
Governmental
Percent
7%
8%
15%
17%
7%
20%
 
 
Education
Energy
Civil
Industrial
Religious
Entertainment
Miscellaneous
Percent
10%
2%
4%
10%
2%
0.2%
1%
 
Knowledge and Understanding
 
A survey question assessed each of the 69 participant’s level of understanding as a participant in the study. ‘Suppose I had no knowledge of the LEED Green Building Program and I wanted you to inform me as to what it was about. What would you tell me?’ This question assessed the participant’s LEED Green Building System understanding by their ability to define the basic concepts of the LEED system. Fifteen respondents did not provide a definition, ten indicated that they had no knowledge of LEED or provided ineffective responses, and forty-four provided definitions, which could be evaluated for effective understanding. All participants were included within the analysis. Two response levels were used: 0 to 3 included no response or knowledge, ineffective response and those responses with three or less key words included within the definition, and 4 to 7 included those responses with four or more key words included.
 
The definition evaluators were requested to pay specific attention to the context of word use. For example the word building could refer to the physical structure or the act of constructing. Three evaluators were requested to score the respondent’s definitions. Evaluators mean scores were 2.62, 2.58, and 2.93 respectfully. Out of a possible 213 possible scores the evaluators agreed with the researcher on 188 of the scores giving an inter-rater reliability value of 88.26%. Table 2 provides a breakdown by count of key word use and average score between the three evaluators.
 
Table 2
 Effective Definition Key Word Scores
Key Word
Certification
Sustainable
Buildings
Design
Construction
Environment
Health
Use Count
18
38
37
27
28
31
21
Average Score
23%
49%
46%
36%
38%
43%
25%
SD
0.402
0.484
0.465
0.466
0.476
0.485
0.406
 
Responses were quite varied; two examples of no knowledge or an ineffective response are provided below. The first was within a Top 400 company, which submitted a response survey, with no definition after this telephone conversation, and a CIAC company survey response that demonstrated distaste for the LEED program:
 
“I got this, your letter about this, ah, the LEED green building program, and I've asked around and, ah, the General Manager and some other guys, and the project direct management folks like me, and we, we're not exactly sure what this is. Ah, if you could give me a call back. Ah, I gotta go to a meeting about 2:15. But ah, if you could call me back, I could maybe, could understand it, and we could get you an answer back. If that is the case, or we would decide we would best probably distort it and not be part of it. But either way, if you'd let me know, we would be happy to respond.”
 
“As a volume builder in Texas and the chairman of numerous Texas Codes and Standard Committees, I would not participate in any Green Program other than the one developed by the NAHB.”
 
The following is an example of a fully correct and effective definition response:
 
“LEED is Leadership in Energy and Environmental Design. This is a rating system used by U.S. Green Building Council to encourage environmentally responsible building design and construction. It involves the use of sustainable building technologies, practices, and standards to achieve various levels of occupant well-being, environmental performance, and life cycle economics.”
 
Company Description Factors
 
With respect to understanding of the LEED Green Building System by the company description factors, no likelihood differences were found between company classification (See Table 3), business sectors (See Table 4), business volumes(See Table 3), and management employee counts(See Table 3). Tables 3 and 4 presents the percent of cell membership counts of company description factors by level of understanding.
 
Table 3
Business Description Factors
Company Classification
 
Top 400
CIAC
Understanding Total
0 to 3
14.49%
47.83%
62.32%
4 to 7
4.35%
33.33%
37.68%
 
Business Volume
 
<125
>=125 to <250
>=250 to <1000
>=1000
0 to 3
11.59%
14.49%
21.74%
14.49%
4 to 7
13.04%
8.70%
7.25%
8.70%
 
 
Management Employee Count
 
 
<100
>=100 to <1000
>=1000
 
0 to 3
31.88%
21.74%
8.70%
 
4 to 7
18.84%
11.59%
7.25%
 
 
Table 4
Industry Sector Membership Factor
  
 
Private
Public
0 to 3
60.32%
39.67%
4 to 7
57.62%
42.38%
 
 
Single Family
Multi-Family
Office
Hospital
Retail
Governmental
0 to 3
7.56%
9.37%
12.49%
15.09%
8.33%
20.02%
4 to 7
6.15%
5.73%
20.00%
14.50%
4.81%
20.35%
 
 
Education
Energy
Civil
Industrial
Religious
Entertainment
Miscellaneous
0 to 3
7.42%
2.44%
5.30%
10.19%
1.16%
0.39%
0.23%
4 to 7
14.50%
0.00%
0.58%
9.08%
2.73%
0.00%
1.54%
 
LEED Involvement Factors
 
With respect to understanding of the LEED Green Building System by the LEED involvement factors, no likelihood differences were found between the companies conducting LEED business, LEED familiar management employees, and LEED training incentives offered. Likelihood differences were found between the companies with LEED accredited management employees with respect to understanding of the LEED Green Building System. A significantly larger percent of the 0 to 3 understanding group (62.3%) than the 4 to 7 understanding group (37.7%) had less accredited employees, X2 (N= 69, DF = 1) = 4.385, p<0.0363. Likelihood differences were also found between the companies with LEED training offered with respect to understanding of the LEED Green Building System. A significantly larger percent of the 0 to 3 understanding group (62.3%) than the 4 to 7 understanding group (37.7%) had less training offered, X2 (N= 69, DF = 1) = 3.88, p<0.0489. Table5 presents the percent of cell membership counts of LEED involvement factors by level of understanding.
 
Table 5
LEED Involvement Factors
LEED Business
 
No
Yes
0 to 3
30.43%
31.88%
4 to 7
14.49%
23.19%
 
LEED Familiar Management Employees
0 to 3
11.59%
50.72%
4 to 7
1.45%
36.23%
 
LEED Accredited Management Employees
0 to 3
37.68%
24.64%
4 to 7
13.04%
24.64%
 
LEED Training Offered
0 to 3
39.13%
23.19%
4 to 7
14.49%
23.19%
 
LEED Training Incentives Offered
0 to 3
53.62%
8.70%
4 to 7
27.54%
10.14%
 
 
Conclusions
 
The analysis is clear that approximately two-thirds of the surveyed upper-level construction managers could not provide an effective definition of the LEED system 0 to 3 (M = 62.3%), 4 to 7 (M = 37.7%). Although there were no significant likelihood differences found between levels of understanding by company classification there is an interesting difference between these groups. It was expected that the Top 400 companies would have a better understanding than the CIAC companies. This was not the case, in that, only 3 (23.08%, N = 13) of the Top 400 managers versus 23 (41.07%, N = 56) of the CIAC managers could effectively define the LEED system.
 
A finding within this investigation was that of the 63.9 billion in annual business volume only 4.9% or 3.2 billion of this volume was in LEED related business. When one looks at industry sectors the majority of LEED business is occurring within the sectors of office (M = 15.3%), hospital (M = 14.9%), governmental (M = 20.1%), and education (M = 10.1%), with all other sectors falling below 10%.
 
An additional finding was the extremely low counts of LEED familiar and accredited management employees within the sample population. Of the sample population’s total employees (66,172) only 10.8% (7,153) were reported as LEED familiar. Eighty-seven percent of the companies reported having LEED familiar employees (19,643). This means that only 36.4% of the management employees within those companies were LEED familiar. This finding is also repeated with relation to accredited employees. Of the sample population’s total employees only 0.78% (513) was reported as LEED accredited. Forty-nine percent of the companies reported having LEED accredited employees (18,993). Of this group of management employees only 2.7% were LEED accredited.
 
Clearly, companies whose managers were able to effectively define the LEED system had significantly more LEED accredited employees and offered significantly more LEED training. What is interesting is that only 18.8% of all companies offered training incentives to their managers and of the effectively understanding group only 26.9% offered incentives.
 
The results of this investigation provide evidence that the LEED Green Building System is not a major factor for contractors within the state of Texas. Not only can upper level managers not define the system but little business is being conducted within the LEED system. This study finds that a company will not differ demographically as the understanding of the LEED system increases. Company factors such as; classification, industry sector, annual business volume and management employee count are poor predictors of positive LEED system understanding and involvement.
 
This study also finds that a company will not become more aware and prepared in the LEED system as a function of increased manager understanding with relation to the factors of LEED business volume, LEED employee familiarity and the offering of LEED training incentives. However, this study did find a significant likelihood that those companies with higher levels of manager understanding are associated with companies demonstrating awareness and preparedness through higher counts of LEED accredited employees and the offering of more LEED training.
 
It is quite evident that those associations and industry groups interested in the LEED Green Building System are not having a significant impact on management’s knowledge and understanding of the LEED system within the construction industry. It is hoped that the findings of this study will cause these interest groups to be more aggressive in communicating the importance of sustainable green building, make better marketing decisions, and improve their strategies to affect a more positive change within the construction industry.
 
 
References
 
Black, M. (2002, September). Sustainable Building Practices Lead to Healthier Indoor Air Quality. Environmental Design and Construction [On-line], Available: http://www.edcmag.com/CDA/ArticleInformation/features/BNP__Features__Item/0,4120,83675,00.html
 
CIAC. (2004, December). [On-line]. Available: http://archnt2.tamu.edu/cosc/industry_frame.html
 
ENR. (2004, May). The Top 400 Contractors. ENR. 44-82.
Sacht, J. (2002). Guidelines for preparing a workplace skills plan. Workinfo.com. [On-line], Available: http://www.workinfo.com/free/Downloads/64.htm
 
Schafer, R. B., and Tait, J. L. (1986). A Guide for Understanding Attitudes and Attitude Change. North Central regional extension Publication 13B., Extensions Service of Illinois. 3-4.
 
U. S. Green Building Council. (2003, Spring). LEED Policy Manual - A Foundation of the Leadership in energy and Environmental design Environmental Rating System. A tool for Market Transformation. Washington D.C.
 
U.S. Green Building Council. (2004, Fall). LEED for General Contractors/ Construction Managers. Washington D.C.
 
United Kingdom Department of Trade and Industry. Research Methodology and Approach to Measuring Awareness and Knowledge. [On-line], Available: http://www.dti.gov.uk/er/emar/method.pdf.