THIS REPORT DESCRIBES THE CHOICE MODEL STUDY OF THE FAST-TRAC (FASTER AND SAFER TRAVEL THROUGH TRAFFIC ROUTING AND ADVANCED CONTROLS) OPERATIONAL TEST IN SOUTHEAST MICHIGAN. CHOICE MODELING IS A STATED-PREFERENCE APPROACH IN WHICH RESPONDENTS ARE ASKED TO CHOOSE AMONG DIFFERENTIALLY PRICED (POTENTIAL OR ACTUAL) IMPLEMENTATIONS OF A PRODUCT OR SERVICE. IN THIS
STUDY, SUBJECTS WERE PRESENTED MARKET PACKAGES COMPOSED OF VARIOUS IMPLEMENTATIONS OF THREE CLASSES OF TRAVELER SERVICES: TRAFFIC REPORTS, ROUTE
ADVICE, AND EMERGENCY ROADSIDE ASSISTANCE.
CHOICE DATA WERE OBTAINED FROM 282 SUBJECTS VIA MAIL-OUT SURVEY. THESE SUBJECTS, EACH OF WHOM HAD PRIOR EXPERIENCE WITH A ROUTE GUIDANCE DEVICE,
WERE DIVIDED INTO SIX AGE-GENDER GROUPS (MALE AND FEMALE; UNDER 30, 30 TO 64, AND OVER 64). THE DATA WERE USED TO DEVELOP A SERIES OF FOUR "CHOICE
MODELS", WHICH DESCRIBE THE LIKELIHOOD THAT THE PARTICIPANTS WOULD PURCHASE VARIOUSLY PRICED MARKET PACKAGES COMPOSED OF COMBINATIONS OF THE AFOREMENTIONED TRAVELER SERVICES.
EACH OF THE FOUR CHOICE MODELS IS INCLUDED IN THIS REPORT FOR REFERENCE. PERHAPS THE MOST APPEALING OF THE MODELS, THE ONE THAT PERHAPS BEST BALANCES EXPLANATORY POWER WITH SIMPLICITY, IS MODEL III, WHICH INCLUDES MAIN AND INTERACTION EFFECTS OF AGE, GENDER AND ATTRIBUTES DESCRIBING THE TESTED TRAVELER SERVICES.
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