| Abstract: | This paper examines the perceptions and values of commuters in Toronto concerning public transit and the private car. Interviews were conducted at an office location readily accessible by car, bus or subway. Respondents were characterized by their predominant commuting mode and provided ratings of the perceived benefits of the modes available. Respondents then completed a conjoint analysis task designed to estimate their trade-offs, or the extent to which they were prepared to sacrifice on one aspect of a commuting journey in order to gain on another. The conjoint analysis used a fractional factorial design allowing main effects and two way interactions to be estimated.The conjoint analysis methodology is used to develop benefit segments and evaluate methods of marketing public transit. |
