The combination of Stated Preference surveys and choice modelling has become a widely accepted approach. While in transport choice based approaches are preferred, market research has in the past preferred alternative preference measurement approaches, in particular hybrid Conjoint Analysis, which combines compositional and decompositional elements to derive utility estimates of alternative goods. This study compares these two approaches using mode choice in the city of Innsbruck as its case study. The protocol of study combines a basic telephone survey, which publishes the socio-demographics of the respondent and the details of a target journey, with a paper-based SP/CA instrument, which is customised for each respondent reflecting the target journey (work, shopping or evening leisure trip within Innsbruck). The survey also covers public transport usage and parking availability in some detail. The SP/CA surveys offer the respondents two alternatives, depending on car availability: car vs public transport, and public transport versus cycling, respectively. The survey work was undertaken in the winter of 1997.
Abstract