Market Assessment for Traveler Services: A Choice Modeling Study. Phase III FAST-TRAC Deliverable.

摘要

This report describes the choice model study of the FAST-TRAC (Faster and Safer Travel through Traffic Routing and Advanced Controls) Operational Test in Southeast Michigan. Choice modeling is a stated-preference approach in which respondents are asked to choose among differentially priced (potential or actual) implementations of a product or service. In this study, subjects were presented market packages composed of various implementations of three classes of traveler services: traffic reports, route advice, and emergency roadside assistance. Choice data were obtained from 282 subjects via mail-out survey. These subjects, each of whom had prior experience with a route guidance device, were divided into six age-gender groups (male and female; under 30, 30 to 64, and over 64). The data were used to develop a series of four 'choice models', which describe the likelihood that the participants would purchase variously priced market packages composed of combinations of the aforementioned traveler services.