Public Transportation Marketing Evaluation Manual: Techniques for Data Collection

Federal Transit Administration 50th Anniversaryhttps://doi.org/10.21949/15273931987PDFTech ReportEverette, Peter B.Shoemaker, Robert W.Doscher, William E.Pennsylvania State University. Institute of State and Regional AffairsUnited States. Urban Mass Transportation Administration. Office of Service and Management DemonstrationsUnited States. Department of Transportation. Technology Sharing DivisionPennsylvania Transportation InstituteUnited States;PennsylvaniaData collectionManualsMarketingPublic transitHighwaysPlanning and ForecastingPublic TransportationI72: Traffic and Transport PlanningDOT-I-85-31The manual is written for the public transportation marketing manager and staff who deal with marketing functions and marketing evaluation on a daily basis. It covers data collection techniques for evaluation of transit marketing programs: the instruments used to collect needed information once an evaluation design has been determined. The focus of the manual is on evaluation of consumer information aids, although some limited information is also presented on evaluation of pricing incentive programs and advertising programs.138