Leveraging ITS Data for Transit Market Research: A Practitioner's Guidebook (2008) / Chapter Skim
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From page 7... ...
This information set would provide the necessary data for market segmentation analysis along traditional lines. More advanced approaches to market segmentation analysis, however, seek to further distinguish riders and non-riders along attitude, opinion, and preference dimensions.
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Telephone & Mail Surveys Riders & Non-riders Household Demographics Travel Characteristics Attitudes, Preferences, Perceptions & Opinions How do riders differ from non-riders? How are travel market segments defined?
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More informally, vehicle operators have also commonly reported back their assessment of the adequacy of schedules, the layout of routes, and the location of stops. Field observation approaches also include recovery of basic service delivery data by staff "ride checkers." These data include boarding, alighting, and load counts; vehicle running times; and schedule, headway, and timed transfer adherence.
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10 Figure 2-2. TriMet origin-destination survey instrument.
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Coverage of electronic fare payment technologies in the Volpe Center report is limited to magnetic stripe and smart card systems. In 2004, there were 159 properties with operational card systems, up from 22 properties in 1995.
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if industry penetration measures were based on the number of customers affected rather than on properties, the extent and impact of deployment would be much greater than indicated in Table 2-1. • Among electronic fare technology deployments and planned deployments over the decade, smart cards have become increasingly favored over magnetic stripe cards.
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Aggregating the time data over all route locations yields a vehicle's actual running time for a given trip. Analysis of the pattern of running times for all trips for specified time periods reveals typical running times and the variability of running times for a route, both of which contribute important information to the schedule writing process (Levinson 1991)
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Similar to the Web, for phone systems with trip planning and real time vehicle arrival services, tracking software documents characteristics of the information requested. Documentation of customer communication of commendations, requests, and complaints via the phone system also occurs in a similar fashion.
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As one moves from the periphery toward the center of the figure, the "customer resolution" improves; that is, the characteristics and travel activities of specific customers and customer groups become increasingly identifiable. At the center of the diagram is the highest level of customer resolution, representing the traditional market research goal of uncovering customers' preferences and perceptions.
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Finally, in the ring closest to the traditional market research core, technologies such as smart cards and magnetic stripe cards can potentially document the travel activity of an individual customer using the unique ID associated with each card. This ring represents the highest level of customer resolution obtainable with ITS technologies.
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17 Attitude Studies Area Analysis Market Segmentation Fare Studies O-D Studies Customer Satisfaction Rider & non-rider attitudes covering all aspects of the transit service & traveling experience Actual behavior related to attitudes; inferred attitudes Rider & non-rider attitudes and behavior Continuous data on usage; service delivery by user-defined analysis areas Surveyed fare usage and preferences Continuous, comprehensive fare usage data and immediate ridership data pre & post fare changes Continuous O-D estimation within system; online (unidentified) trip requests O-D surveys or person trip diaries Surveyed satisfaction Surveyed satisfaction linked to continuous data on service quality indicators Riders & non-riders surveyed usage, demographics, and attitudes By time, day, season, area; limited demographic data Figure 2-6.
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APC data could also enrich traditional data by linking known market segments to actual system use. For example, areas with a preponderance of certain attitudinal groups (e.g., "transit lifestyle" or "necessity riders")
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Surveyed attitudes and attitude trends can also be compared with corresponding service delivery trends to discern whether customers are becoming more or less sensitive to specific service quality conditions or whether the service conditions themselves are changing. In addition, in certain cases ITS data provide a sufficient basis to directly infer customer preferences.
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