Innovative Quantitative Methods in Assessing Value of Travel Time Savings
Chris Heywood, Accent, Rob Sheldon, Accent, Adam Spencer, Department for Transport
The paper will discuss the innovative quantitative market research methods that were employed for research into the value of travel time savings.
The UK Department for Transport commissioned a consortium – led by Arup and including ITS Leeds and Accent – to undertake a comprehensive programme of research designed to determine consumer values of travel time savings and reliability.
This was a very large and wide ranging study which in addition to car, rail, bus and other public transport modes also covered walk and cycle.
A further area which has not typically been covered in VTTS studies before was to cover employers’ business trips from both the employers’ and employees’ point of view.
As much of the scope was exploratory in nature, the research included a significant phase of exploratory qualitative research and piloting.
The main stage stated preference research with the general public comprised a mixed method with most recruitment through on street intercepts and the remainder through telephone recruitment.
The intercept method involved face-to-face interviews using tablets in locations across the country. In scope participants were offered a choice of completing the survey online or by telephone. The online sample was sent automated customised invites directly from the tablet.
The telephone interviews involved sending participants customised stated preference options by email during the interview (or by post).
The employers business research comprised a two pronged approach with research conducted with both employers and employees. The research with employers comprised a representative sample of employers with the stated preference focused on a car or rail trip made by a typical employee with the employer being asked to say what the employee should have done for each scenario. For the employee research participants who were making employees business trips by car and rail were shown similar stated preference exercises and asked to say what they would have done.
The paper will discuss the innovative quantitative market research methods that were employed for this research.
Association for European Transport