| EPSRC Reference: |
GR/N33737/01 |
| Title: |
BETTER TARGETED PUBLIC TRANSPORT MARKETING THROUGH UNDERSTANDING OF NON-USERS' MISPERCEPTIONS |
| Principal Investigator: |
Bonsall, Professor P |
| Other Investigators: |
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| Project Partners: |
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| Department: |
Institute for Transport Studies |
| Organisation: |
University of Leeds |
| Scheme: |
Standard Research (Pre-FEC) |
| Starts: |
12 December 2000 |
Ends: |
11 April 2004 |
Value (£): |
127,409
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| EPSRC Research Topic Classifications: |
| Transport Ops & Management |
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| EPSRC Industrial Sector Classifications: |
| Transport Systems and Vehicles |
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Summary on Grant Application Form |
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Existing literature supplemented by focus groups will be used to establish which modal attributes are likely to influence mode choice for particular categories of trip. The value of these attributes for car and bus journeys between selected origins and destinations will be established. A survey will then be conducted to ascertain peoples' expectation of the attributes for the journeys by each mode, the range which they put on their expectations, the confidence with which they express them and the basis on which they make them. Analysis will identify the distribution of misperceptions. A separate survey will provide data to predict the increase in mode share which might result from correcting any misperceptions by non-users. A marketing campaign designed to correct misperceptions will be conducted and its effect carefully monitored. Analysis of the results of the various surveys and monitoring programmes will allow conclusions to be drawn on the distribution and cause of misperceptions, the potential improvement in modal share which might be achieved by correcting the misperceptions and the effectiveness of targeted marketing in achieving this. Practical advice and methods will be produced for use by practitioners wishing to estimate these quantities in a given situation.
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Key Findings |
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This information can now be found on Gateway to Research (GtR) http://gtr.rcuk.ac.uk
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Potential use in non-academic contexts |
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This information can now be found on Gateway to Research (GtR) http://gtr.rcuk.ac.uk
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Impacts |
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| Description |
This information can now be found on Gateway to Research (GtR) http://gtr.rcuk.ac.uk |
| Summary |
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| Date Materialised |
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Sectors submitted by the Researcher |
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This information can now be found on Gateway to Research (GtR) http://gtr.rcuk.ac.uk
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| Project URL: |
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| Further Information: |
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| Organisation Website: |
http://www.leeds.ac.uk |