Summary Final version of questionnaire and cover letter

Transcription

1 Work Package 2 Status: Final Date of preparation: March 2009 Author(s): Horários do Funchal Contributions from: All project partners Contract number: EIE/05/095/SI

2 Summary WP2 Description of the project target choice and selection 3. First selection by questionnaire 4. Second selection by questionnaires database 5. Third selection by travel planner 6. Fourth selection from paths database 7. Final version of questionnaire and cover letter LANCASTER (questionnaire - front) 8. LANCASTER (questionnaire - back) 9. LANCASTER (letter) 10. BESANÇON (questionnaire) 11. BESANÇON (letter) 12. FUNCHAL (questionnaire - front) 13. FUNCHAL (questionnaire - back) 14. FUNCHAL (letter) 15. BAIA MARE (questionnaire - front) 16. BAIA MARE (questionnaire - back) 17. BAIA MARE (letter) 18. MODENA (letter/questionnaire - front) 19. MODENA (letter/questionnaire - back) 20. ALBACETE (questionnaire - front) 21. ALBACETE (questionnaire - back) 22. ALBACETE (letter) 23. HERAKLION (letter/questionnaire - front) 24. HERAKLION (letter/questionnaire - back)

3 WP2 Description of the project target choice and selection The object of the project is to reduce private vehicles circulating in the city, by increasing the number of those who use the existing public transport network for commuting on a daily basis. The project starts from a general indiscriminate request addressed to the entire population residing in each pilot city Municipal area. Then, once a positive feedback has been obtained, and the appropriate skimming and segmentation of the target has taken place, the best potential clients whom to address with a direct marketing approach, should be identified. Specific attention should be directed to this identified target by building up a tailor made communication for every single selected individual. In relation to the geographical area identified, it has been decided to involve all citizens indiscriminately, and further on making specific considerations of geomarketing on the basis of services provided to each selected person. The common target for all pilot cities will be people who live and work in the city and use almost every day a private motorized mean of transport to move between home and work and vice versa. This target people also live in areas already covered by public transport services. The target will be chosen in various moments of progressive improvement of the selection, until reaching the final selection of evaluated as the best potential clients. The reasons leading up to the selections of a specific target are outlined below for each of the four stages of the selection. Main characteristics of the 7 pilot cities Km2 Inhabitants Households LANCASTER FUNCHAL 76, BESANÇON HERAKLION 108, ALBACETE 1.125, MODENA 183, BAIA MARE

4 First selection by questionnaire Those people interested in joining the project will automatically be selected through the questionnaire itself. Some information included in the questionnaire will drive citizens to exclude themselves on the basis of the following aspects: Private motorized vehicles used for home to work journeys and vice versa People who use vehicles like bikes or public transport or walk for reaching the workplace, will be excluded, because the object of the project is reducing motorized vehicle movements, pollution and traffic congestion. Workers Workers are those who mainly use private motorized vehicles because they are old enough to hold a driving licence and can afford to run a private car because of their income levels. Many students use public transport because they do not have a driving licence. Furthermore, university students, although many hold driving licences, often use public transport, because they don t yet have the same income levels as that of the workers (for purchasing and maintaining a car). Moreover, considering that university activities are concentrated in specific periods of the year, undergraduates don t have the same frequency of movements compared to a working person. The same reasoning is relevant for senior citizens and those not in works. To choose people who mostly use private motorized vehicles, the target group will be limited to workers, excluding students, senior citizens and those not in works. Being the target group of the project constituted by workers, the target age is linked to the social and economic specification of each project s participant country, in which people start and end working at different ages. Nevertheless, 18 years old is a good point of reference for all countries, representing the age in which it is possible to obtain a driving licence. (except the UK where it is 17). Residents and workers within the city area The city area is the best place for the implementation of AD PERSONAM, because of the great concentration of public transport provided services. Out of this area, marketing efforts are scattered, the number of inhabitants interested by public transport services is significantly lower in outer urban areas compared to the urban area. If a direct marketing campaign should be carried out only in outer urban areas, the project will face a high risk of low redemption, not because of a lack of interest, but due to the fact that in these outer urban areas there is little competition between the private car and bus service. Besides, the geographical extent of the project out of the urban area would have required the involvement of other transport modes and operators, such as other extra urban operators and railways. Working Age people Target age for each city LANCASTER FUNCHAL BESANÇON HERAKLION ALBACETE MODENA BAIA MARE

5 Second selection by questionnaires database Once all the questionnaires have been recorded and a single database produced, the group of people that answered to the questionnaire will be further skimmed according to the following parameters: Drivers of motorized vehicles To meet the project requirements of reducing motorized vehicles, pollution and traffic congestion, first of all car and motorbike drivers, and not simply passengers, will be selected. However, in case of low redemption, also passengers will be taken into account. Those who do not make in-between movements during home to work route Those who make in-between movements during the home to work route, for example people who take children to school or go shopping or play sports activities before going back home from work, are not attractive to the planning aims, considering that the interchange with public transport would require too much time compared to the use of the private car, even if the in-between movements are on the home to work route itself. However, in case of low redemption, those who make in-between movements during the home to work route will be taken into account. Those who do not come back home for lunch Four daily trips by bus can be impractical and expensive, especially in cities with a low public transport frequency. Even in the case of people with a nearby workplace, the waiting time should at least always be multiplied four times a day. However, in case of low redemption or specific cultural habits, this target might be considered too. Willingness to change higher than 7 on a 1-10 scale This information is essential to drive the skimming phase and choose the people more opened to changes and innovation. In case of low redemption, also citizens with a lower availability will be also considered. Telephone number For technical planning reasons, it is essential to select only those people who want to be interviewed by telephone during the ex post evaluation. Those who refuse to write in the questionnaire their telephone numbers (fixed and/or mobile telephone) will be excluded from the initiative. 5.

6 Third selection by travel planner This first raw target group will be further skimmed to find out the best potential client, on the basis of the ad hoc route built by the travel planner, according to the following parameters: Area covered by public transport and citizens travelling in hours covered by public transport People in line with the selection, but living and/or working in an area not covered by public transport service will be excluded. Also people with departure times for work or returning home out of the public transport service coverage (in terms of time schedules) will be set apart. Duration of travel by bus lower than the average duration of a journey by car in each pilot city To compete with the car, in each pilot city journeys by bus that are shorter than the average duration of a journey by car in rush hour will be chosen first. If there are only a few cases with journeys shorter by bus than the average duration of a journey by car, journeys that last longer than this reference should also be considered. This data is linked to specific network characteristics of each city Bus stop distance from home and work places To compete with the car, it is important to select routes with short distances from bus stops to desired places. In case of a small number of convenient routes, routes with longer distances from the stops are to be taken into consideration. The target group has to live and work near a bus stop. Every pilot city has to consider the average distance between bus stops and the desired places in the city as the maximum distance for the target group. LANCASTER 500 m. FUNCHAL 260 m BESANÇON 300 m. HERAKLION 300 m. ALBACETE 500 m. MODENA 300 m. BAIA MARE 300 m Average duration of journeys by car in each pilot city during rush hour peaks: LANCASTER 30 mins FUNCHAL 15 mins BESANÇON 20 mins HERAKLION 20 mins ALBACETE 13 mins MODENA 15 mins BAIA MARE 15 mins No interchange trip In a medium sized city the interchange between one line to another is likely to discourage the use of the bus because it lengthens the waiting time and inconvenience, compared to the private car. If there are only a few cases with no interchange trips, these routes should also be considered. 6.

7 Fourth selection from paths database If more than people who fit the established criteria have been identified, a further skimming should be made on the basis of the following parameters: People working in the city historical centre Citizens working in the old town centre are penalized more by the use of their own cars because the old town at some times or all the times may be closed to traffic and parking near the centre has to be paid for. Target sensitive to the public transport At this point each pilot city might skim the most sensitive target to public transport, according to surveys data collected at local or national level. 7.

8 Final version of questionnaire and cover letter MODENA (letter/questionnaire - front) 8.

9 MODENA (letter/questionnaire - back) 9.

10 Final version of questionnaire and cover letter BESANÇON (questionnaire) 10.

11 BESANÇON (letter) 11.

12 Final version of questionnaire and cover letter HERAKLION (letter/questionnaire - front) 12.

13 HERAKLION (letter/questionnaire - back) 13.

14 Final version of questionnaire and cover letter BAIA MARE (questionnaire - front) 14.

15 BAIA MARE (questionnaire - back) 15.

16 BAIA MARE (letter) 16.

17 Final version of questionnaire and cover letter FUNCHAL (questionnaire - front) 17.

18 FUNCHAL (questionnaire - back) 18.

19 FUNCHAL (letter) 19.

20 Final version of questionnaire and cover letter LANCASTER (questionnaire - front) 20.

21 LANCASTER (questionnaire - back) 21.

22 LANCASTER (letter) 22.

23 Final version of questionnaire and cover letter ALBACETE (questionnaire - front) 23.

24 ALBACETE (questionnaire - back) 24.

25 ALBACETE (letter) 25.

26 Ad Personam is supported by: