Primer on Consumer Marketing Research: Procedures, Methods, and Tools

摘要

The objective of the Volpe Center project was to better understand factorsaffecting the development and deployment of selected advanced traveler information products and services (ATIS). The Center addressed the objective by examining the development of markets for selected ATIS-related products and services and reviewing factors affecting the public acceptance and user response to existing traffic information services. Deployment of many of the newly emerging and projected IVHS products and services will depend upon consumers purchasing and otherwise choosing to make use of advanced traffic and travel information products and services. Through four different projects, each with a distinctive approach to understanding consumer response and market demand, the Volpe Center explored the question: Given the opportunity to buy a product or subscribe to a service that promises to deliver traveler information, will the consumer perceive that there is sufficient benefit to be gained to justify the investment. The Volpe Center and FHWA jointly conducted a workshop in the Fall of 1992 to discuss issues involved with assessing the market for IVHS products and services. The objectives of the workshop were to help define a research program which would address measuring user acceptance and response to ATIS products and services and the role market research plays in understanding emerging markets for new or unknown products and services.