AN EVALUATION OF ALTERNATIVE ECONOMIC INDUCEMENTS TO RIDESHARING FOR THE ARIZONA COMMUTER VOLUME I, PROJECT OVERVIEW AND FINDINGS

A report is offered on a study of the relative effectiveness of alternative inducements to ridesharing in the Phoenix and Tucson metropolitan areas. The objectives are to provide evidence on the efficacy of a broad range of incentives and to establish a clearly defined methodology for such assessment. The study was conducted in three phases: I: Comprehensive inventory of ridesharing incentives currently employed in metropolitan areas across the country, from a group of incentives appropriate to the Arizona study areas were selected for further analysis. II: Surveys of both commuters and their employers were conducted. For commuters, information on present commuting arrangements, demographic and economic characteristics and general attitudes and perceptions of ridesharing, along with the conjoint analysis procedure designed to determine the effect of incentives upon ridesharing likelihood was gathered. Employer opinions about ridesharing, the acceptability or feasibility of each incentive, and the perceived effect on their employees were also gathered. III. A market segmentation methodology was first developed to categorize commuters based on behavioral indicators. Statistical estimation of each incentive's effect by segment was then performed. Finally, comparison of segments both within and between study areas was performed. Volume II, 50 pages, contains Research Methodology. Volume III, 43 pages, contains Appendices.