00743708

Component

https://doi.org/10.3141/1604-15

http://scholar.google.com...uart&publication_year=1997

The Chicago Transit Authority opened its Orange Line rapid transit service within the southwest corridor of Chicago in 1993. The market research that was conducted in 1995 to identify new markets for the Orange Line is presented. Three areas were investigated: (a) the effectiveness of advertising campaigns associated with the inauguration and ongoing provision of service; (b) a tradeoff analysis of service features determined to be most important to current rail transit travelers and that may attract future Orange Line riders as well; and (c) the trip purpose, mode, and origin-destination points for all trips made on a representative weekday. Several travel submarkets were investigated. Conclusions were drawn about suggested improvements for services and marketing efforts.

This paper appears in Transportation Research Record No. 1604, Public Transit 1997: Planning, Management, Marketing, and New Technology.

English

p. 128-138

1997

Transportation Research Record

0309062071

Figures (12) ; References (9)

Advertising campaigns; Alternatives analysis; Improvements; Level of service; Market research; Marketing; Measures of effectiveness; Origin and destination; Public transit; Rapid transit; Travel modes; Trip purpose

Chicago Transit Authority

Effectiveness; Transit services

Highways; Planning and Forecasting; Public Transportation

TRIS, TRB, ATRI

Dec 23 1997 12:00AM

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