1. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton Survey Design with a Focus on Model Validity 11th National Transportation Planning Applications Conference May 6-10, 2007, Daytona Beach, Florida Stacey Bricka | NuStats | 512-306-9065 | sbricka@nustats.com Kermit Wies | CMAP | 312-386-8820 | kwies@cmap.illinois.gov

2. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton Overview of Presentation Study Environment Design Approach Findings

3. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton Study Environment Geography  8 Counties  4,000 square miles Population  2,940,007 households Diversity  Residents  Languages  Travel Modes  Political Environment Changing Technology  Telephone Service  Travel Demand Modeling McHenryLake Kane Cook DuPage Will Kendall Grundy

4. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton Inventory Objectives Document demographic and travel behavior characteristics of the region Support update of the regional travel demand model Serve as inputs for the development of a new regional travel demand model  Model Validity

5. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton Design Phase Objectives 1.Confirm inventory contents 2.Validate budget assumptions  Establish “typical” conditions  Identify unique conditions, remedies, and associated costs  Evaluate most effective survey administration options 3.Vet recommendations

6. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton Design Approach White Papers Passive Recruitment Traditional Pilot Peer Review Community Outreach Final Study Design

7. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton Passive Recruitment Objectives  Low-Cost Recruitment Mode  Contact Non-Telephone HH Action  Address-based Sample  Mailed 1000 Letters with Brochure and Mail/Web Recruitment Survey  50% received $2 incentive

8. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton Passive Recruitment Results  53 HH returned surveys (6%) 37% were non-telephone households 83% received an incentive No statistical differences from phone recruits  38 non-participating HH debriefed Only 28% recalled packet 39% said would have participated if we called them

9. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton Passive Recruitment Full Study  Advance Mailings Included in Full Study Mail to Active and Passive Sample Capture of Cell-Only HH Lower-cost Recruitment  Mailed 10,000 letters to Date 225 passive recruits (~10% of all recruits) 4% non-landline HH 1-person/1-worker HH Higher reported use of Auto

10. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton Community Outreach Objective  Identify and ameliorate participation issues Action  Held 4 community group meetings

11. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton Community Outreach Results  Identified Design Improvements  Identified Activities to Increase Participation Full Study  Design – Reflected Community Group Input  Lower Participation among Target Groups  Phase 1: Advance Mailings, Incentives, Tailored Interviewing, Multiplicity Sampling  Phase 2: Community Groups  Phase 3: In-Person Interviewing

12. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton Traditional Pilot Objectives  Establish “typical” conditions  Evaluate respondent reaction Action  Three Pilot Test Areas  Three Diary Types  Two Survey Lengths  Incentives Test

13. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton Traditional Pilot 1-day Place2-day Place1-day Activity Respondent Reaction 64%48%49% Incentives Impact --0.5%43% Trip Capture 4.583.974.10 Interview Lengths 30.6 min37.0 min33.7 min

14. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton White Papers Objectives  Recommend Final Study Design  Recommend Inventory Elements Action  Identified Primary Data Elements for Pilot  Analyzed Pilot Data and Secondary Data  Presented & Discussed Recommendations

15. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton White Papers Results  Inventory Contents  Sampling  Efficient Data Collection  Maximizing Participation www.nustats.com/chicago

16. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton White Papers Full Study  Identified data elements Support Model Update Develop New Model  Sampling based on density and transit access  Phone/Mail/Web Options

17. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton Peer Review Panel Objectives  Vet Design Recommendations  National and Local “Experts” Action  Presented Pilot Results and White Papers  Obtained Local Stakeholder Input  Full Day Discussion of Each Design Element

18. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton Final Project Design 11,600 HH Mix of 1-day and 2-day HH Year-long Data Collection Effort 300 HH 7-day GPS Component 1,000 SP Follow-up Surveys

19. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton Findings In-depth Design Phase Was Worth It  If Budget Constrained, Secondary Data Helpful Peer Review Panel Input Was Invaluable  Mix of Local and National Focus on Model Validity  Driving Question for Evaluation  Identify Data Elements for Current and Future Model Updates

20. Conducted on behalf of: Conducted by: In Association With: PTV DataSource GeoStats PB Chandra Bhat Mark Bradley Mary Kay Christopher Keith Lawton THANK YOU! Questions or Comments?