This paper reports the results of a research study to assess the information requirements of bus users in South Yorkshire, England. South Yorkshire Passenger Transport Executive (SYPTE) is responsible for being the main communicator of public transport service information to local people. It does this by: (1) publishing timetable leaflets; (2) maintaining a telephone enquiry service; (3) handling face-to-face enquiries at travel centres; and (4) providing computer-generated displays of information at bus stations and interchanges. In the study, a five-stage method was used to identify market segments for information: (1) control variables representing different socio-economic and behavioural groupings; (2) a range of socio-economic and behavioural groupings; (2) a range of target variables (distinct information requirements) was postulated; (3) for each target variable, possible dependence on control variables was tested; (4) a sensitivity analysis was applied; and (5) the distinctiveness of market segments was analysed. Data were collected by: (1) qualitative observations of the dynamics of information use; and (2) an interview survey designed using the results of these observations. Many statistically significant market segments were identified, but indicated a general information need.
Samenvatting