The best of times and the worst of times: a new measure of attitudes towards public transport experiences
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(Published version)
Date
2014
Authors
Beck, M.J.
Rose, J.
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Conference paper
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10th International Conference on Transport Survey Methods, 2014, pp.1-17
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10th International Conference on Transport Survey Methods (16 Nov 2014 - 21 Nov 2014 : Leura, Australia)
Abstract
Given the role that attitudes play in determining individual transit behaviour and the resultant reliance on which is exhibited by public transit authorities‟ world over, the accurate measurement of attitudes is of critical importance. Traditional satisfaction scales are prone to bias and are incomplete measure of attitude. These proven issues should be of immediate concern to those using them to make large investment decisions in transport infrastructure, using them to bring about widespread policy change or reform, or using them to measure the success of new initiatives - are these profound decisions being made on the basis of inaccurate or inexact information? This paper introduces best-worst scaling as an alternative measure of satisfaction. Best-worst scaling is free of the biases inherent in traditional response scales and is ideal for handling the comparative evaluation of large amount of attributes, particularly those which are inherently qualitative. The paper makes a further innovative contribution by proposing a model structure for the joint estimation of satisfaction and importance. Our model shows a better delineation between the attributes used to measure attitudes towards bus use and a more detailed understanding of the relationship between importance and satisfaction; enabling transport operators to better understand what counts most and assess their performance
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Copyright 2014 The authors