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Applying Market Research to Airport Ground Access 151 60% 50% Mode Share 40% 30% 20% 10% 0% Res Biz Res Non- Non-res Biz Non-res biz Non-biz Segment: Central DC Market SOURCE: TCRP Report 83. Figure 6-6. Variation by market segment: Inner Washington to Dulles airport (1998). segment for rail and public transportation is the resident non-business traveler. The non-resident business traveler is the least likely to choose the public options, with a high 61% market share to taxi. Applying the Four Market Segments: Looking for the Factor of Familiarity Careful use of market segmentation allows the analyst to understand which factors are influ- ential in the decision of the mode of ground access to an airport. As noted in Chapter 4, O'Hare airport as a whole has a relatively low mode share to rail. This statistic might imply that the cit- izens of Chicago have significantly less propensity to choose rail than do citizens of other cities. However, when the two stages of market segmentation are applied in this case--first geographic segmentation and then demographic segmentation--a more interesting picture of market behavior can be drawn. One of the reasons that the rail mode share is low for the full airport is that the airport has a wide coverage area, and the majority of travelers are simply not coming from or going to the area served by Chicago transit. When a prime market area for the rail ser- vice is defined, then the mode share observed in that area quadruples. When the second step of market segmentation is applied (i.e., within the smaller geographic area defined by the prime 35% Bus/limo 30% Rail 25% Public 20% transportation share between DCA and 15% Washington Prime Market Area = 19% 10% 5% 0% Res Biz Res Non- Non-res Non-res biz Biz Non-biz Segment: Central DC Market SOURCE: TCRP Report 83. Figure 6-7. Variation by market segment: Inner Washington to Reagan National airport (1998).