EVALUATION OF THE COMMUTER COMPUTER CARPOOL PROGRAM

A study of the Commuter Computer carpool matching program in the Los Angeles metropolitan area is discussed. The study included a performance evaluation (the number of carpools formed, etc.) and a policy evaluation (to improve future performance). An innovative methodology was used to evaluate marketing activities in the carpool formation process and to compare the characteristics of carpoolers and noncarpoolers. Three population categories were surveyed; (a) applicants for matching, (b) nonapplicants at companies where Commuter Computer has been marketed, and (c) commuters among the general public (serving as a control group). It was found that mass-media marketing has resulted in widespread recognition of Commuter Computer but only limited knowledge of its available services. Employer-oriented marketing produced 75 percent of all applications. The low rate of carpool formation (9 percent of all applicants) was found to be caused primarily by two factors: One-third of all applicants get empty match lists, and 60 percent of those who get lists with names never attempt to call anyone. There appears to be substantial "indirect" carpool formation among nonapplicants at companies that have been the target of successful marketing. The "average" Commuter Computer carpooler is a middle-aged, upper-middle-class, male professional from a household in which automobile availability is almost 1 car/driver. The new technique of cost-effectiveness evaluation indicates that the program is much more cost-effective than most transportation programs. (Author)