A Handbook: Using Market Segmentation to Increase Transit Ridership

TRB's Transit Cooperative Research Program (TCRP) Report 36: A Handbook: Using Market Segmentation to Increase Transit Ridership provides an overview of market segmentation--what it is and why it is relevant to public transit agencies. It serves as an introduction for managers to the basic concepts and approaches of market segmentation and provides steps and procedures for marketers or market researchers who have the responsibility for implementing a market segmentation program.

Report Parts; Part A, Part B