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Understanding How to Motivate Communities to Support and Ride Public Transportation (2008) / Chapter Skim
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Chapter 1 - Introduction
Pages 9-9

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From page 9...
... The communication themes were developed using guidance from available information inside and outside of the transit industry and through custom survey research data in a comprehensive program of in-depth exploratory interviews and statistically reliable quantitative surveys. To successfully identify actions that support public transit, the custom survey research was designed to • Identify current values, perceptions, and decision-making processes that lead to behaviors that support public transportation, and • Determine the most effective methods for motivating individuals to take action in support of public transportation.
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Key Terms

  • support public
  • communication themes
  • primary research
  • public transit
  • preliminary quantitative

  • build support
  • exploratory phase
  • survey research
  • paying special
  • including awareness

  • ride public
  • identify communication
  • sample balancing
  • secondary research
  • marketing practices

  • including prior
  • current marketing
  • interviewing protocols
  • research sources
  • results summarized

  • initiated project
  • cation themes
  • team believes
  • statistically reliable
  • research methodology

  • developed using
  • reliable quantitative
  • strongly associated
  • transit industry
  • transportation partnership


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