This report is a handbook on techniques and problems of modern market research and how and when they can be applied to help solve transportation planning and administration. It is designed to aid officials at many levels within a transportation agency. Chapter I indicates the chapters and sections most relevant to each type of reader. Chapter II presents techniques of modern market research. The first segment describes data collection techniques including focus groups, panel surveys, and telephone, mail, and intercept surveys; the second part summarises data analysis techniques including cross-tabulations, importance-performance analysis and multivariate statistical techniques such as regression analysis, factor analysis, discriminant analysis, multidimensional scaling, psychographic market segmentation, perceptual mapping and conjoint analysis. Chapter III indicates which market research techniques appear most effective for different types of activities and presents guidance for choosing among the various data collection and analysis techniques in designing transportation market research appropriate to research objectives, cost constraints, and design preferences. Appendices include background on random sampling, a more detailed discussion of each analytical technique, examples from the national demonstration survey conducted for AASHTO, and a brief survey of recent market research conducted by transportation agencies. (A)
Abstract