Market research provides the foundation for effective transit service delivery. Acceptance or rejection of the system and mandated service modifications are dependent on the public's evaluation. The critical importance of sound marketing efforts emphasized the need for a basic guidebook, geared specifically to the transit industry, outlining the principles and procedures of market research. The major responsibilities of a transit market research activity are to collect data, analyze the needs and preferences of the various target markets, and, subsequently, to forecast the potential demand for transit services. Other key functions of market research within the transit field include assessing needs for services by specific target population segments, evaluating the effectiveness of service improvements and alterations, determining the public's attitude toward the transit system, and measuring the effectiveness of specific advertising campaigns and themes. Three general approaches to be used in a transit marketing capacity were discussed: (1) Sample surveys, (2) Field observation, and (3) Secondary data analysis. In comparing these three broad procedures, each has strengths and weaknesses which make them distinct methods.

  • Supplemental Notes:
    • Sponsored in part by Texas State Dept. of Highways and Public Transportation, Austin. Transportation Planning Div.
  • Corporate Authors:

    Texas Transportation Institute

    Texas A&M University System, 1600 E Lamar Boulevard
    Arlington, TX  United States  76011

    Urban Mass Transportation Administration

    400 7th Street, SW
    Washington, DC  United States  20590

    Texas State Department of Highways & Public Transportation

    Transportation Planning Division, P.O. Box 5051
    Austin, TX  United States  78763
  • Authors:
    • Hatfield, N J
    • Guseman, P K
  • Publication Date: 1978-6

Media Info

  • Pagination: 93 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00197455
  • Record Type: Publication
  • Source Agency: National Technical Information Service
  • Report/Paper Numbers: TTI -2--10-76-1052-4Res Rpt., UMTA-TX-09-8003-79-2
  • Created Date: Jul 31 1981 12:00AM