USING MARKET RESEARCH TO IMPROVE MANAGEMENT OF TRANSPORTATION SYSTEMS

329

329 NATIONAL COOPERATIVE HIGHWAY RESEARCH PROGRAM REPORT USING MARKET RESEARCH TO IMPROVE MANAGEMENT OF TRANSPORTATION SYSTEMS

TRANSPORTATION RESEARCH BOARD

NATIONAL RESEARCH COUNCIL

TRANSPORTATION RESEARCH BOARD EXECUTIVE COMMITTEE 1990

OFFICERS

Chairman: Wayne Muri, Chief Engineer. Missouri Highway & Transportation Department Vice Chairman: C. Michael Walton, Bess Harris Jones Centennial Professor and Chairman, College of Engineering. The University of Texas at Austin Executive Director: Thomas B. Deen, Transportation Research Board

MEMBERS

JAMES B. BUSEY IV, Federal Aviation Administrator, U.S. Department of Transportation (ex officio) GILBERT E. CARMICHAEL, Federal Railroad Administrator, U.S. Department of Transportation. (ex officio) BRIAN W. CLYMER, Urban Mass Transportation Administrator. US. Department of Transportation (ex officio) JERRY R. CURRY, National Highway Traffic Safety Administrator, US. Department of Transportation (ex officio) FRANCIS B. FRANCOIS, Executive Director, American Association of State Highway and Transportation Officials (ex officio) JOHN GRAY, President, National Asphalt Pavement Association (ex officio) THOMAS H. HANNA, President and Chief Executive Officer, Motor Vehicle Manufacturers Association of the United States. Inc. (ex officio) HENRY J. HATCH, Chief of Engineers and Commander. US. Army Corps of Engineers (ex officio) THOMAS D. LARSON, Federal Highway Administrator, U.S. Department of Transportation (ex officio) GEORGE H. WAY, JR., Vice President for Research and Test Departments. Association of American Railroads (ex officio) ROBERT J. AARONSON, President, Air Transport Association of America JAMES M. BEGOS, Chairman, Spacehab, Inc. ROBERT N. BOTHMAN, Director, Oregon Department of Transportation J. RON BRINSON, President and Chief Executive Officer. Board of Com m ission ers of The Port of New Orleans L. GARY BYRD, Consulting Engineer, Alexandria Virginia L. STANLEY CRANE, Retired, Former Chairman & Chief Executive Officer, Consolidated Rail Corporation RANDY DOI, Director, IVHS Systems, Motorola Incorporated EARL DOVE, President, Earl Dove Company LOUIS J. GAMBACCINI, General Manager, Southeastern Pennsylvania Transportation Authority (Past Chairman 1989) KERMIT H. JUSTICE, Secretary of Transportation, State of Delaware DENMAN K. McNEAR, Vice Chairman, Rio Grande Industries WILLIAM W. MILLAR, Executive Director, Port Authority of Allegheny County CHARLES L. MILLER, Director, Arizona Department of Transportation ROBERT E. PAAS WELL, Professor of Transportation Systems, The City College of New York RAY D. PETHTEL, Commissioner, Virginia Department of Transportation JAMES P. PITZ, Director, Michigan Department of Transportation HERBERT H. RICHARDSON, Deputy Chancellor and Dean of Engineering, Texas A&M University System (Past Chairman 1988) JOE G. RJDEOUTFE, Executive Director, South Carolina Department of Highways and Public Transportation CARMEN E. TURNER, General Manager, Washington Metropolitan Area Transit Authority FRANKLIN E. WHITE, Commissioner, New York State Department of Transportation JULIAN WOLPERT, Henry G. Bryant Professor of Geography, Public Affairs and Urban Planning, Woodrow Wilson School of Public and International Affairs, Princeton University PAUL ZIA, Distinguished University Professor, Department of Civil Engineering, North Carolina State University

NATIONAL COOPERATIVE HIGHWAY RESEARCH PROGRAM

Transportation Research Board Executive Committee Subcommittee for NCHRP WAYNE MURI, Missouri Highway & Transportation Department (Chairman) LOUIS J. GAMBACCINI, Southeastern Pennsylvania Transportation Authority FRANCIS B. FRANCOIS, American Association of State Highway and

Transportation Officials

Field of Special Projects Project Panel SP20-24(1)

CHARLES L. MILLER, Arizona Department of Transportation (Chairman) BARRY BOZEMAN, Syracuse University WILLIAM A. BULLEY, H. W Lochner, Inc. E. DEAN CARLSON, Federal Highway Administration DONALD W. COLLIER, Guardian Technologiex Inc. SUSAN C. CRAMPTON, The Vermont Partnership PETER B. EVERETT, Pennsylvania State University FRANCIS B. FRANCOIS, American Association of State Highway and Transportation Officials LESTER A. HOEL, University of Virginia

Program Staff

ROBERT J. REILLY, Director, Cooperative Research Programs LOUIS M. MAcGREGOR, Program Officer DANIEL W. DEARASAUGH, JR., Senior Program Officer IAN M. FRIEDLAND, Senior Program Officer

THOMAS D. LARSON, U.S. Department of Transportation C. MICHAEL WALTON, University of Texas at Austin L. GARY BYRD, Consulting Engineer THOMAS B. DEEN, Transportation Research Board

LOWELL B. JACKSON, Greenhorne and O'Mara, Inc. RICHARD D. MORGAN, National Asphalt Pavement Association RAY A. MUNDY, University of Tennessee WAYNE MURI, Missouri Highway and Transportation Department JOHN R. TABB, Mississippi State Highway Department MARCUS YANCEY, JR., Texas State Department of Hwys and Pub. Transp. R. J. BETSOLD, FHWA Liaison Representative THOMAS B. DEEN, TRB Liaison Representative

CRAWFORD F. JENCKS, Senior Program Officer KENNETH S. OPIELA, Senior Program Officer DAN A. ROSEN, Senior Program Officer HF.I.FN MACK, Fditnr

329 NATIONAL COOPERATIVE HIGHWAY RESEARCH PROGRAM REPORT

USING MARKET RESEARCH TO IMPROVE MANAGEMENT OF TRANSPORTATION SYSTEMS

SUSAN JAKUBIAK, RICHARD R. MUDGE, and ROBERT HURD Apoqee Research, Inc. Bethesda, Maryland

RESEARCH SPONSORED BY THE AMERICAN ASSOCIATION OF STATE HIGHWAY AND TRANSPORTATION OFFICIALS IN COOPERATION WITH THE FEDERAL HIGHWAY ADMINISTRATION

AREAS OF INTEREST

Administration Planning Forecasting Finance Socioeconomics User Needs (Highway Transportation, Public Transit, Rail Transportation, Air Transportation, Other)

TRANSPORTATION RESEARCH BOARD

NATIONAL RESEARCH COUNCIL

WASHINGTON, D. C.

AUGUST 1990

NATIONAL COOPERATIVE HIGHWAY RESEARCH PROGRAM

NCHRP REPORT 329

Systematic, well-designed research provides the most effective approach to the solution of many problems facing highway administrators and engineers. Often, highway problems are of local interest and can best be studied by highway departments individually or in cooperation with their state universities and others. However, the accelerating growth of highway transportation develops increasingly complex problems of wide interest to highway authorities. These problems are best studied through a coordinated program of cooperative research.

In recognition of these needs, the highway administrators of the American Association of State Highway and Transportation Officials initiated in 1962 an objective national highway research program employing modern scientific techniques. This program is supported on a continuing basis by funds from participating member states of the Association and it receives the full cooperation and support of the Federal Highway Administration, United States Department of Transportation.

The Transportation Research Board of the National Research Council was requested by the Association to administer the research program because of the Board's recognized objectivity and understanding of modern research practices. The Board is uniquely suited for this purpose as: it maintains an extensive committee structure from which authorities on any highway transportation subject may be drawn; it possesses avenues of communications and cooperation with federal, state and local governmental agencies, universities, and industry; its relationship to the National Research Council is an insurance of objectivity; it maintains a full-time research correlation staff of specialists in highway transportation matters to bring the findings of research directly to those who are in a position to use them.

The program is developed on the basis of research needs identified by chief administrators of the highway and transportation departments and by committees of AASHTO. Each year, specific areas of research needs to be included in the program are proposed to the National Research Council and the Board by the American Association of State Highway and Transportation Officials. Research projects to fulfill these needs are defined by the Board, and qualified research agencies are selected from those that have submitted proposals. Administration and surveillance of research contracts are the responsibilities of the National Research Council and the Transportation Research Board.

The needs for highway research are many, and the National Cooperative Highway Research Program can make significant contributions to the solution of highway transportation problems of mutual concern to many responsible groups. The program, however, is intended to complement rather than to substitute for or duplicate other highway research programs.

Project 20-24(1) F's' '89 ISSN 0077-5614 ISBN 0-309-04852-4 L. C. Catalog Card No. 90-7098-1

Price $10.00

NOTICE The project that is the subject of this report was a part of the National Cooperative Highway Research Program conducted by the Transportation Research Board with the approval of the Governing Board of the National Research Council. Such approval reflects the Governing Board's judgment that the program concerned is of national importance and appropriate with respect to both the purposes and resources of the National Research Council. The members of the technical committee selected to monitor this project and to review this report were chosen for recognized scholarly competence and with due consideration for the balance of disciplines appropriate to the project. The opinions and conclusions expressed or implied are those of the research agency that performed the research, and, while they have been accepted as appropriate by the technical committee, they are not necessarily those of the Transportation Research Board, the National Research Council, the American Association of State Highway and Transportation officials, or the Federal Highway Administration, U.S. Department of Transportation. Each report is reviewed and accepted for publication by the technical committee according to procedures established and monitored by the Transportation Research Board Executive Committee and the Governing Board of the National Research Council.

Special Notice The Transportation Research Board, the National Research Council, the Federal Highway Administration, the American Association of State Highway and Transportation Officials, and the individual states participating in the National Cooperative Highway Research Program do not endorse products or manufacturers. Trade or manufacturers names appear herein solely because they are considered essential to the object of this report.

Published reports of the

NATIONAL COOPERATIVE HIGHWAY RESEARCH PROGRAM

are available from: Transportation Research Board National Research Council 2101 Constitution Avenue, N.W. Washington, D.C. 20418

Printed in the United states of America

FOREWO RD

By Staff Transportation Research

Board

This report describes a broad range of market research techniques and their application to the formulation of public policy and the planning, administration, and operation of transportation programs. The report is arranged in handbook fashion, first defining the techniques for data collection and analysis and then suggesting appropriate uses. As part of the project, the research agency also conducted a focus group and a national telephone survey to demonstrate sampling and interviewing procedures as well as the use of various statistical methods. The results of this research will be of interest to many people within state and local departments of transportation and other public agencies. Top managers and program level officers will find the report to be a useful tool in devising ways to elicit public opinion and knowledge of their departments' proposed or existing policies and programs and, therefore, will be better equipped to accommodate and inform the transportation customer through new or modified activities. National transportation-oriented organizations will also find the report directly applicable to the development and evaluation of their efforts.

With increasing competition for public funds, difficult choices must be made in the provision of transportation services and facilities by federal, state, and local governments. Any wise expenditure of funds requires an understanding of the opinions and desires of the transportation customer, the general traveling public as well as commercial users. Such an understanding can then be used to help formulate policies and programs to better serve and educate the transportation customer.

Modern market research techniques (e.g., public opinion surveys and focus groups) offer a systematic way to help provide answers to a variety of questions. Private firms make considerable effort to identify their customers and their specific needs and, based on this information, design or improve a product or service.

As with other areas of modern life, marketing has become more sophisticated and technically advanced. How marketing research techniques can be adapted to help guide departments of transportation (DOTs) was the subject of the research carried out under NCHRP Project 20-24(1), "Using Market Research to Improve the Management of Transportation Systems." Apogee Research, Inc., with the assistance of Gordon S. Black Corporation, conducted the study.

The researchers reviewed several aspects of the problem: data collection and analysis procedures, previous transportation applications, and DOT functions amenable to marketing techniques. As a result, the researchers have provided detailed explanations of how to obtain and evaluate data. Guidance on potential applications to various functions of publicly funded transportation agencies has also been provided. The handbook format of the report is designed to accommodate various levels of detail based on the reader's degree of interest.

The researchers also conducted a national telephone opinion survey to demonstrate the technique. As part of the demonstration, the researchers applied various statistical techniques to illustrate the many ways data can be evaluated. However, extending any interpretations inferred from the data evaluations to the overall population was not the intent of this research and no such attempt should be made.

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