Topic outline
- General
- Notice Page
This course, Using market research to help optimise your public transport system, was originally offered as a 4-week moderated course in spring 2014 as part of the EU TIDE project. While we can no longer provide expert moderation, we are happy to make the course material open for you to learn from. If you have any questions about this course or about the TIDE project, please contact icre@polisnetwork.eu
- Unit 1: Introduction
Unit 1: Introduction
Public transport faces strong competition from private motor vehicles. Public transport systems that want to be successful and competitive in 2020 should take into account four main trends, namely public debt increases, the ageing of European society, oil price increases and the expansion of metropolitan areas. All of these result in a growing demand for public transport and a possible lack of capacity of many public transport systems. The organisation of public transport includes the programming of its operation and development in a given geographical area. For efficient operation, it is necessary to determine the form of market relations, the market structure and the scope of its regulation as well as the financing system. On a more detailed level, public transport organisation includes timetabling, contracting, financing, marketing and pricing policy.
- Welcome Book
Introduction to the TIDE project and to this course on marketing research in public transport
- About this course Book
What you'll learn and how to take the best advantage of the course
- Unit 2: An overview of marketing research
Unit 2: An overview of marketing research
- Marketing research as a part of your marketing activities Book
What does my organisation know about its customers (and about its competitors)?
- The purpose and use of marketing research Book
Marketing research can serve a number of different roles in your organisation - depending what you choose to use it for
- Unit 3: Scope of marketing research in public transport
Unit 3: Scope of marketing research in public transport
- Why segment your market? Book
Different people use public transport in different ways and for different reasons.
- Needs and demands Book
This section helps you identify what is important to users and potential users of public transport so that you can begin to focus your marketing research.
- Unit 4: Designing marketing research
Unit 4: Designing marketing research
As with many things, good planning preparation are important in marketing research. In this unit, you will start to look at designing your research and errors to avoid.- Stages of marketing research Book
Designing market research carefully and avoiding errors is crucial to your ultimate success.
- Data, sampling and errors Book
Marketing research can offer valuable insights. To avoid wasting precious resources, it's important to avoid mistakes.
- Unit 5: Collecting data in public transport
Unit 5: Collecting data in public transport
When collecting data in public transport, there is a fine line between getting enough data and the cost of gathering and analysing it. This unit will address some of the issues you should consider with regard to collecting data.
- Data sources Book
This section talks about the various sources of data available to you and when each is most appropriate to use.
- Survey types Book
This section looks at the different types of surveys available, when they are useful and the advantages and disadvantages of each.
- Survey design Book
This section starts to look at the design of surveys administered for public transport users.
- Unit 6: Data processing and analysis in public transport
Unit 6: Data processing and analysis in public transport
This unit addresses what you do with the data that you collect and how you make optimal use of it.
- Data processing and analysis Book
Once you have collected your data, the next step is to think about how best to analyse it.
- Forecasting Book
Using the data from your market research to forecast the future of public transport in your region?
- Unit 6: your task Page
Creating a forecast.
- Unit 7: Preparing and presenting a research report
Unit 7: Preparing and presenting a research report
The research alone isn't enough; it needs to be presented in such a way that it can support good decision-making.
- Guidelines, principles and structure Book
This section looks concretely at the research report and how it should be presented and structured.
- Unit 7 task Page
Clarifying your ideas.
- Unit 8: Organising marketing research in public transport
Unit 8: Organising marketing research in public transport
The structure of the organisation carrying out the market research affects the way the market research is organised.
- Structuring market research Book
The structure of the research determines who carries out each task - including whether it should be carried out internally or be outsourced.
- Exploiting marketing research Book
Marketing research in public transport can be used in several different ways.
- Unit 8 task Page
Who will carry out which parts of the work?
- Unit 9: Summary and conclusions
Unit 9: Summary and conclusions
Wrapping up
- Reviewing Book
Review of the key messages and resources of this course
- Other resources Book
A few more resources that may be useful
- TIDE e-learning course evaluation Feedback
Congratulations! You have completed the TIDE e-learning course on marketing research in public transport. Please take a few minutes to let us know about your experience with the course. Your feedback is greatly appreciated, and will be used to improve future e-learning courses.