Using market research to help optimise your public transport system
Topic outline
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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
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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.
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Introduction to the TIDE project and to this course on marketing research in public transport
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What you'll learn and how to take the best advantage of the course
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What does my organisation know about its customers (and about its competitors)?
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Marketing research can serve a number of different roles in your organisation - depending what you choose to use it for
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Different people use public transport in different ways and for different reasons.
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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.
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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.
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Designing market research carefully and avoiding errors is crucial to your ultimate success.
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Marketing research can offer valuable insights. To avoid wasting precious resources, it's important to avoid mistakes.
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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.
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This section talks about the various sources of data available to you and when each is most appropriate to use.
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This section looks at the different types of surveys available, when they are useful and the advantages and disadvantages of each.
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This section starts to look at the design of surveys administered for public transport users.
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This unit addresses what you do with the data that you collect and how you make optimal use of it.
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Once you have collected your data, the next step is to think about how best to analyse it.
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Using the data from your market research to forecast the future of public transport in your region?
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Creating a forecast.
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The research alone isn't enough; it needs to be presented in such a way that it can support good decision-making.
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This section looks concretely at the research report and how it should be presented and structured.
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Clarifying your ideas.
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The structure of the organisation carrying out the market research affects the way the market research is organised.
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The structure of the research determines who carries out each task - including whether it should be carried out internally or be outsourced.
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Marketing research in public transport can be used in several different ways.
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Who will carry out which parts of the work?
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Wrapping up
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Review of the key messages and resources of this course
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A few more resources that may be useful
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Submit 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.
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