Use of Market Research Panels in Transit (2013) / Chapter Skim
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Pages 30-44
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30 • MnDOT conducts online surveys weekly through an interactive online research community, a mix of qualitative and quantitative studies. • MTA conducted quantitative surveys of 12–15 panel members by telephone each day of the week, year-round, with the exception of major holidays.
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31 Panel Sampling, Recruitment, and Maintenance Panel Sampling and Recruitment At the inception of the panel research program, more than 20 years ago, two fixed-route panels were recruited, one for bus riders and one for light rail riders. Today, most riders have regular experience with both bus and light rail, eliminating the need for separate panels.
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32 to be moved to another meeting or addressed through another format, such as an online survey on the agency website. Panel members are sent reminder notices of the meetings.
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33 Analysis and Reporting The research question is clearly identified as the panel meeting discussion guide is developed. The research staff summarizes the findings of the meeting into a PowerPoint presentation, and if requested, an executive summary.
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34 moving forward so there is less likelihood of their straying off topic. If the discussion does stray, the moderator steps in immediately to re-focus the discussion.
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35 In addition, panel members are asked to provide a personal profile that includes self-reporting on whether or not they describe themselves as having a disability. MnDOT was specific in wanting to develop an online panel community for the purpose of research, not public relations.
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36 Minnesotans. MnDOT recognizes the limitations of the online community and is careful when interpreting and projecting results from surveys and discussions.
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37 labor-intensive, and yields limited information from residents of only one geographic area. The online panel community approach has the ability to respond quickly to statewide questions with a larger, more representative sample, while at the same time offering an iterative, interactive learning venue without additional cost.
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38 that became clear after the community was established was the value of using the customers' own language. The online community provides a rich source of words and terminology that can be used in to create clear communications to the public.
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39 Weekly discussions and activities designed to interest panel members have proven to be the key to continued engagement. Response rates are good and exchanges are substantive, which result in high quality information from the online community.
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40 the subway, questions could be inserted and left in the panel survey for a specified period of time or until the desired sample size was reached (a sample size of 100 could be obtained in about a week)
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41 WASHINGTON STATE TRANSPORTATION COMMISSION CASE EXAMPLE Overview In 2006, the Washington state legislature passed a law requiring the WSTC to conduct surveys of ferry riders every two years to help inform level of service, operational, pricing, planning, and investment decisions. (See Appendix D for relevant sections of the code.)
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42 particular, but because they are unlikely to be panel members, the WSTC has had to rely more on traditional on-board surveying of this customer segment. However, the plans for the summer 2012 surveying shifted towards a more technologydriven platform: Instead of handing out paper surveys, surveyors were to use notepad technology to conduct on-board surveys and input the data directly into the notepad device.
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43 and controversial. In a separate study, the WSTC conducted a survey on statewide transportation funding and issues.
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44 legislature adopting a 25¢ per ticket fee and citing the FROG survey. An active conversation has begun in which the legislature has requested questions be asked of the panel to shape future ferry-related legislation.
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