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Leveraging ITS Data for Transit Market Research: A Practitioner's Guidebook (2008) / Chapter Skim
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Chapter 5 - Lessons Learned, Issues, and Concerns
Pages 43-47

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From page 43...
... In turn, this commitment would require a recasting of marketing beyond its traditional focus on customer relations and promotion to a more expanded mission that also embraced customer and market research. Coinciding with the New Paradigms initiative, an accelerating technological transformation in the transit industry began delivering a vast amount of information about service delivery and customers.
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From page 44...
... . This chapter takes a technology life cycle approach to summarize the lessons learned from efforts to fold ITS data into customer and market research practices.
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From page 45...
... . • Reports on service delivery performance produced by ITS vendor developed software should be viewed as a starting point in using ITS data for evaluating service delivery and leveraging market research.
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From page 46...
... At the fourth stage of the life cycle, the value of ITS data in market research is realized when the products of market research are used to inform management decisions. The "success stories" of the case study properties, in which ITS data are used to leverage or reinforce traditional market research practices, showcase outcomes that correspond very well to characteristics of effective market research programs presented in TCRP Report 37, "Integrating Market Research into Transit Management" (Elmore-Yalch 1998b)
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From page 47...
... Preparing a comprehensive technology plan provides a means of coordinating activities that are distributed across the agency. The most effective plans will look beyond capital and hardware issues to include resources needed to support changes in the data management infrastructure, as well as staffing and training needs in the end use departments.
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Key Terms

  • service delivery
  • transit industry
  • tcrp report
  • traditional market
  • effective market

  • market information
  • technology life
  • future search
  • research study
  • transit properties

  • research practices
  • evaluating service
  • research studies
  • time vehicle
  • public transportation

  • delivery monitoring
  • local public
  • planning software
  • pass program
  • fundamental change

  • trip planning
  • vehicle arrival
  • technology plan
  • delivery performance
  • satisfaction surveys

  • intermediate steps
  • comprehensive technology
  • effective research
  • customer service
  • market researchers


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