The role of systematic segmentation in studies of traveller behaviour.

Author(s)
Hensher, D.A.
Year
Abstract

RECENT DEVELOPMENTS IN UNDERSTANDING AND MODELLING THE BEHAVIOUR OF INDIVIDUALS IN A TRANSPORT CONTEXT HAVE GENERATED A LOT OF DISCUSSION OF THE NEED TO IDENTIFY THE MARKETS WITHIN WHICH A RANGE OF TRANSPORT POLICIES CAN BE DIRECTED. THERE HAS BEEN A LARGE AMOUNT OF RESEARCH INTO THE USE OF VARIABLES SELECTED AS SEGMENTATION VARIABLES ON A PRIORI ARGUMENT IN IDENTIFYING VARIATIONS IN TRAVELLER BEHAVIOUR, BUT A LIMITED AMOUNT OF WORK INTO A SYSTEMATIC SEGMENTATION FOR THE TOTAL POPULATION IN ORDER TO IDENTIFY APPROPRIATE MARKET SEGMENTS (OR GROUPS OF INDIVIDUALS) WITH RESPECT TO THE PARTICULAR ISSUE UNDER INVESTIGATION. SINCE THERE ARE AS MANY MARKET SEGMENTS AS THERE ARE ISSUES, IT IS INAPPROPRIATE TO GENERALISE THE ROLE OF VARIABLES FOUND TO BE APPROPRIATE EXPLANATIONS OF VARIATIONS IN BEHAVIOUR WITH RESPECT TO A PARTICULAR ISSUE. THIS PAPER DISCUSSES THE GENERAL PROBLEM OF CLASSIFICATION AS A PRIOR REQUIREMENT TO ESTIMATION, AND THEN ILLUSTRATES THE APPLICATION OF A TECHNIQUE DESIGNED TO IDENTIFY TYPES OF GROUPS OF TRAVELLERS WHO RESPOND RELATIVELY SIMILARLY TO AN ISSUE SUCH AS THE NUMBER OF TRIPS TO THE SHOPS AT A PARTICULAR TIME OF DAY. THE METHOD HAS THE PRIME AIM OF GENERATING MUTUALLY EXCLUSIVE SUB-GROUPS OF THE TOTAL SAMPLE WHICH ARE INDIVIDUALLY USED IN ESTIMATION OF CHOICE MODELS (EACH MODEL BEING ONE OF A SET WHERE PRIOR CLASSIFICATION HAS ASSISTED IN REDUCING THE AMOUNT OF VARIANCE TO BE EXPLAINED BY EACH CHOICE MODEL) AND THUS IMPROVING THE PREDICTIVE CAPABILITY OF THE OVERALL SET OF CHOICE MODELS. SINCE EACH GROUP IS DIFFERENT, THEN DIFFERENT POLICIES MIGHT BE APPROPRIATE IN ACHIEVING A DESIRED OUTCOME. THIS APPROACH IS CONSISTENT WITH DEVELOPMENTS DESIGNED TO PRODUCE IMPROVED AGGREGATE TRAVEL DEMAND MODELS WHICH HAVE NOT LOST, PRIOR TO ESTIMATION, A LARGE AMOUNT OF THE VARIANCE TO BE EXPLAINED, AS IS THE CASE WITH TRADITIONAL AGGREGATE MODELS. (A). FOR THE COVERING ABSTRACT OF THE CONFERENCE PROCEEDINGS SEE IRRD ABSTRACT NO. 226354. HOICE MODEL) AND THUS IMPROVING THE PREDICTIVE CAPABILITY OF.

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Publication

Library number
C 51470 (In: B 13293 [electronic version only]) /72 / IRRD 226333
Source

In: Proceedings of the 8th Conference of the Australian Road Research Board, Perth, August 23 - 27, 1976. Volume 8, Part 5, Traffic Engineering, Session 20, p. 23-30

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This publication is one of our other publications, and part of our extensive collection of road safety literature, that also includes the SWOV publications.