Cooper Moruzzi and Nationwide and European Marketing Surveys – PASSENGER TRANSPORT RESEARCH SURVEY FOR HERTFORDSHIRE COUNTY COUNCIL PHASE 2 1994

Description

Phase 2 (Jan 1994) of Hertfordshire Passenger Transport research used 152 in-street interviews (Stevenage, St Albans, Borehamwood) and 100 telephone interviews with Traveline callers to measure extra journeys generated by Traveline, printed publicity and roadside publicity and to assess cost-effectiveness. Traveline callers primarily sought route (71%) and timetable (61%) information; 97% were satisfied and many praised staff courtesy. Across samples, 30% travel by bus more than a year ago; most extra journeys occur off-peak on weekdays (68%), are made alone (58%), and are paid at normal fare (56%). The Area Travel Guide was the most seen (59%) and most influential item in prompting extra trips. Financial analysis shows Traveline yields the highest return (£1.25m from £45k; 28:1), roadside publicity £400k from £65k (6:1), and printed publicity £1.6m from £320k (5:1). Conclusion: all three are cost-effective; maintain and promote Area Travel Guides, branding and ongoing marketing, with emphasis on service quality and targeting younger users to grow patronage.