USE OF A QUANTITATIVE MARKETING MODEL TO ESTIMATE IMPACTS OF CAR-POOLING POLICIES

This paper discusses a quantitative marketing approach applied in a study designed to estimate the impacts on work travel of various proposed policies for encouraging car pooling. The decision to commute by car pool is influenced by a number of "soft" factors, such as comfort, safety, and midday mobility, that are not easily handled by traditional modal-split techniques. This study provided an opportunity to test the feasibility of adapting and applying quatitative marketing techniques to the projection of modal split under various car-pooling policies. A trade-off model, previously used primarily in traditional product market research, was adapted for modal-split estimation. The model estimates modal split on the basis of quantitative preference (utility) levels calculated for each of the competing modes, which distinguish between car pool and solo driver. The utilities are obtained from responses to paired-comparison questions on work-trip preferences asked of a representative sample of commuters. Modal split and other travel impacts were estimated for each of 14 proposed car-pooling policies. The marketing approach produced useful quantitative results. Additional effors in the development of this approach are warranted, however, to improve the overall quality of the results and enhance the usefulness of the approach as a tool in transportation research. /Author/

Media Info

  • Media Type: Print
  • Features: Figures; References;
  • Pagination: pp 54-59
  • Monograph Title: Paratransit services
  • Serial:

Subject/Index Terms

Filing Info

  • Accession Number: 00184201
  • Record Type: Publication
  • Files: TRIS, TRB
  • Created Date: Dec 29 1981 12:00AM