Qualitative Research to Assess Interest in Public Transportation for Work Commute

Given the need for reducing single occupancy vehicle commutes, this article presents a case study of employer-based research. Using conjoint analysis as a qualitative research method, factors that potentially influence people’s choices to drive alone to work were studied at a major company in Columbus, Ohio. Such factors included reasons for driving alone, satisfaction with commute, perceptions toward transportation modes, importance of transportation attributes, and likelihood to switch if certain Transportation Demand Management measures were implemented. Target groups were formed by using simple regression and cluster analysis of a stated-ranking question regarding transportation attributes.