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Pages 135-152

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From page 135... ... The Role of Market Research Market research is used in all sectors of today's economy to identify and target selected markets, to gain a competitive edge, to classify and retain customers, and even to determine the lifetime value of selected customer groups. With an ever-increasing number of products and services, the consumer market has become highly fragmented. Read the entire page →
From page 136... ... The different characteristics of these four market segments and the implications for ground access services are discussed in the following sections. 136 Ground Access to Major Airports by Public Transportation Read the entire page →
From page 137... ... Non-Resident Non-Business Non-resident non-business travelers are usually the least informed and most unfamiliar with the access options available at any given airport. Although these travelers may make multiple Applying Market Research to Airport Ground Access 137 The "Four Cell Matrix" Resident Business Non-resident Business Tr ip P ur po se Resident Non-business Non-resident Non-business Residential Status Figure 6-1. Read the entire page →
From page 138... ... Because of their unfamiliarity with the region, these ground access travelers are less likely to use public transportation unless their local hosts assure them that it is convenient and reliable. Airport Ground Access Market Research There are a variety of methods for collecting data about ground access travelers, including surveys, focus groups, panels, interactive research, and observation. Read the entire page →
From page 139... ... Surveys generally provide quantitative data, while focus Applying Market Research to Airport Ground Access 139 Residence location Trip purpose Destination airport Mode of transportation to the airport, including o Private vehicle (drop-off, drop-off and parked, parked for duration on airport, or parked for duration off airport) o Rental car o Courtesy vehicle o Taxi o On-demand limousines o Prearranged limousines o Chartered bus or van o Shared-ride door-to-door van o Bus (express and multistop) Read the entire page →
From page 140... ... Two frequently used survey techniques are personal 140 Ground Access to Major Airports by Public Transportation Residence location Mode of transportation to the airport, including o Private vehicle (drop-off, parked near work site, parked on airport and shuttle bus, or parked off airport and shuttle bus) o Car or van pool o Taxi o Bus (express or multistop) Read the entire page →
From page 141... ... The drawbacks of self-completion surveys include limited returns from just-in-time air travelers, the inability of the respondent to ask questions about how to properly complete the survey, and the extra effort needed to ensure adequate sample sizes. To collect ground access information from airport employees, surveyors either distribute selfcompletion questionnaires at the airport work site or mail the forms to home residences. Read the entire page →
From page 142... ... While data can always be summarized, information 142 Ground Access to Major Airports by Public Transportation Greeting and introduction to survey A Instructions for completing questionnaire B Read the entire page →
From page 143... ... Table 6-4 provides examples of survey data and their potential applications for planning an airport public transportation access service. Market research sets the stage for developing a realistic planning approach to developing airport ground transportation services that respond to traveler needs and support airport ground access objectives. Read the entire page →
From page 144... ... 144 Ground Access to Major Airports by Public Transportation 0% 20% 40% 60% 80% 100% SFO DCA LGA JFK BOS LAX IAD SEA DIA TPA EWR BWI PDX Pe rc en t o f A ir Pa ss en ge r T rip En ds < 5 trip ends/sq. Read the entire page →
From page 145... ... Planning new or improved public transportation services requires an Applying Market Research to Airport Ground Access 145 0% 20% 40% 60% 80% 100% Pe rc en t o f L an d Ar ea SFO DCA LGA JFK BOS LAX IAD SEA DIA TPA EWR BWI PDX < 5 trip ends/sq. Read the entire page →
From page 146... ... Primary markets for the two successful services presented in this research -- Washington, D.C.'s MetroRail and Boston's MBTA subway services -- average 125 to 150 trip ends per square mile in an area encompassing 60 to 100 square miles. 146 Ground Access to Major Airports by Public Transportation Airport Land area (square miles) Read the entire page →
From page 147... ... Express Bus Service from a Regional Collection Point Express bus transportation operating from remote suburban terminals serving San Francisco, Los Angeles, and Boston airports are examples of successful public ground transportation services. This category of public transportation is the only example found in the current research providing some measure of service to geographic areas outside of primary airport ground transportation markets in which trip-end densities are very low (less than five per square mile) Read the entire page →
From page 148... ... In terms of rail usage, the resident business traveler has a higher propensity to select rail than the non-resident business traveler. 148 Ground Access to Major Airports by Public Transportation Mode Size of primary market for public mode (square miles) Read the entire page →
From page 149... ... This section will examine ground access service to major market areas, where trip-end densities can support public transportation services. Airport ground access patterns are examined for the three airports serving Washington, D.C.: Reagan Washington National, Washington Dulles International, and Baltimore/Washington International Airports. Read the entire page →
From page 150... ... Consistent with the most common pattern revealed in this chapter, the strongest demographic 150 Ground Access to Major Airports by Public Transportation 0% 10% 20% 30% 40% 50% 60% Res Biz Res Nonbiz Non-res Biz Non-res Non-biz Segment: Central DC Market M od e Sh ar e Bus/limo Rail SOURCE: TCRP Report 83. Figure 6-5. Read the entire page →
From page 151... ... When the second step of market segmentation is applied (i.e., within the smaller geographic area defined by the prime Applying Market Research to Airport Ground Access 151 0% 10% 20% 30% 40% 50% 60% Res Biz Res Nonbiz Non-res Biz Non-res Non-biz Segment: Central DC Market M od e Sh ar e SOURCE: TCRP Report 83. Figure 6-6. Read the entire page →
From page 152... ... 152 Ground Access to Major Airports by Public Transportation Read the entire page →

From page 135...

... The Role of Market Research Market research is used in all sectors of today's economy to identify and target selected markets, to gain a competitive edge, to classify and retain customers, and even to determine the lifetime value of selected customer groups. With an ever-increasing number of products and services, the consumer market has become highly fragmented.