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Jacksonville strategic marketing plan community survey

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Title:
Jacksonville strategic marketing plan community survey final report : results of survey and conclusions
Physical Description:
1 online resource (59 leaves) : ill. ;
Language:
English
Creator:
Jacksonville Transportation Authority
University of South Florida -- Center for Urban Transportation Research
Publisher:
University of South Florida, Center for Urban Transportation Research
Place of Publication:
Tampa, Fla.
Publication Date:

Subjects

Subjects / Keywords:
Local transit -- Public opinion -- Florida -- Duval County   ( lcsh )
Genre:
technical report   ( marcgt )
non-fiction   ( marcgt )

Notes

General Note:
Title from e-book t.p. (viewed Aug. 31, 2011).
General Note:
"Prepared for: Jacksonville Transportation Authority."
General Note:
"January 2000."

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Source Institution:
University of South Florida Library
Holding Location:
University of South Florida
Rights Management:
All applicable rights reserved by the source institution and holding location.
Resource Identifier:
aleph - 029078071
oclc - 748589040
usfldc doi - C01-00152
usfldc handle - c1.152
System ID:
SFS0032260:00001


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PAGE 1

JACKSONVILLE STRATEGIC MARKETING PLAN COMMUNITY SURVEY Final Report Results of Survey and Conclusions Prepared for: Jacksonville Transportat i on Autbority B y: Center for Urban Transportation Resu.rcb College of Engineering University of Soutb Florida January 2000

PAGE 2

Jacksonville Transportation Authority 100 N Myrtle Avenue P. 0 Drawer "0" Ja cksonv ille, FL 32203 Project Manager: Jeanelle Odum Center for Urban Transportation Research Un iv ersity of South Florida 4202 E Fowler Avenue CUT 1 00 Tampa, Florida 33620-5350 (813) 974-3120 Suncom 57 4-3120 Fax (813) 974-5168 Principal Invest i gators: Francis C l eland William Morris The opin i ons, findings and conclusions expressed i n this publication are those of the au1hors and not necessari ly those of the Jacksonville Transportation Authority Prepared in cooperation with the Jacksonville T ransportation Au1hority

PAGE 3

TABLE O F CONTEl\'T S Executive Summary ........ ................ ..................... ............................................................. ............. B ackground ....... ...... . ...... .... .. .. ...... ................................................ ................ .................................. 3 M etbod ........... .................. ............. ....... ......................................... .. .. .. .. ......... ................................. 3 P artic i pants .............. ... .... ... ..... ... ................................. ................... .. .. .... ...... ........................ 3 Materials and procedure .. ..... ....................... ....... ........................ .. .. ..... .. ........ .............. ....... 3 Results and d i scussion ............................................... ... ...... ... .... .. ................................. .. ...... .......... 4 Awareness and penetration of JTA serv i ces ........ ...... ..... .. .. ....... ............................. ............ 4 Analysis of former bus riders ............ .............. ......... ............... ... ........................ ............... 9 C urrent commute split of Jacksonville reside nt s ...... .... ............................. ...................... 1 2 Rating of the public transit syst e m in Jackso nvill e ........ .................................................... l4 Community priorities for improvements in trans i t service .......... ............................... ....... 17 Supp o rt for the Skywa y ... . ................ ........... .................. .... .............................................. 23 Changes tha t woul d m ak e residents more likely to use IT A ............................................. 27 Characleristics of respond en ts m ost likely to ride b uses . .. . .......... .. ................. ............... 29 Community image & prom otio nal relations data ........ .. .................... ..... ......................... 31 Ctlrrent adv ertising a wareness .................................. .... ......... .. .. ... .. .. ... u ........................... 39 Appendix A : Survey Instrument ....... ........ ... ............ ..... ............... .. .............. .. ..... ...................... 4 2

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Executive summary of findings and recommendations A total of812 interviews were conducted with residents of Duval County (the "Jacksonville area") Respondents were asked about their awareness of JT A and related JT A services, their opinions about transportation issues, thei r level of support for publi c transportation improvements and their interest in using the bus if various improvements were made. Aided awareness of JT A the Sky way, and the Stadium Shuttle is ne arly universal among residents of Duval County. However, fewer residents are aware that JT A is the provider of the Skyway or the Stadium Shuttle. The findings suggest that the Stadium Shuttle and the Skyway are both potentially tremendous potential sources for attracting new users to JT A's core transit service. Ratings of the public transit system in Jacksonville are abou t evenly split between Very good/good, adequate, and PoorNery poor. This result is virtually iden tical to the result from a similar survey condu cted in Palm Beach County The highest ratings were obtained from respondents with lower education lev els, those aged 18-34 and 55 and over (i.e., not fo r 35-54), and respondents with lower i ncomes. This suggests that, in terms of public imag e, the group to which JTA must target informational and im age messages are the higher income, higher educated, 35-54 year old res idents Respondents were asked what changes would make them more likely to ride the bus. The most important change is making routes that run buses closer to respondents' home and work locatio ns. Other key improvements include: making sure buses come every 30 minutes, providing more transit information, improving on-time performance, and making bus stops safer, cleaner, and more comfortable. These findings suggest that JT A should focus i mprovement efforts on routing on time performance, providing 30-minute headways, and providing new and innovative methods of delivering information about transit routes and schedules Those who are likely to ride the bus more based on the above improvements are m ore likel y to be minorities, to have lower income and education, to be female, to live on the North or West side of town, to have ridden the bus at least once since they moved to Jacksonville. Information about such improvements should be targeted towards these residents The transit improvements that receive the most support in the community (i.e ., receive support for taxpayer funding) inc l ude providing bus service to more parts of town, operating buses on schedule, and providing more early morning bus service. Providing park 'n' ride service gets a fair amount of support as well. The themes that seem to run consistently in these ana lyses are that the lowest levels of support come from the higher income households, older residents (35 and older), and those who Jive on the Eas t and West sides of town. I

PAGE 5

JTA will most likely be in line with commwrity priorities if they plan to provide a broader routing coverage system, increasing bus service in the morni ng hours, and dev el oping a mechanism to improve on-time performan ce. It is safe to say th at improvements in such areas would probably also provide the greatest benefit to ITA's public image. Should ITA seek to use tax initiatives, decrease average headways, expand night or weekend service or expand/increase Skyway service, the groups that are least supportive for each of those areas (see above) should be targeted for informationaVpromotional campaigns to explain the issues and to seek their support. Skyway improvements appear to be a low priority in the commwrity. There is considerable opposition to increasing tax funding for Skyway improvements. Demographic breakdowns seem to indicate that those who are not favorably disposed to the Skyway tend to have higher incomes Those who say it is a "poor investment'' also tend to be older. Regarding promot ional relations issues and establishing the attitude of Jacksonville residents towards various transportation-related issues, residents were asked what was the most important issue in the Jacksonville commwrity, to assess to wha t degre e the need for transit had increased in the past two years, and the level of agreement with various statements about transportation in the Jacksonville area. The findings indicate a general high level of support for the concept of public transportation in the Jacksonville area Sound initiatives to improve public transportation should receive support in the area Awareness of advertising was compared for demo graphic groups more and less likely to sue the bus if changes were implemented. Some of the differences in awareness levels are quite striking. For instance, non-whites have only a 22% level of awareness of advertising. Females and those with lower educations are at 27% Even those most likely to ride the bus as a group are less aware of advert i sing. This suggests that advertising needs to be r etargeted towards those groups most likely to ride the bus if changes are implemented. 2

PAGE 6

Background This study was undertaken by the Center for Urban Transportation Research ( CUTR) at the University of South Florida as part of the Jacksonville Transportation Authority (JTA) strategic marketing process. The survey was designed to provide JTA with information to assist in making decisions regarding development/enhancement of new servi ces and development of communications materials to establish JT A's position and role in the community. As a precursor to this survey, focus groups were held to discuss the above topics. The results of those groups are detailed in a separate technical memorandum. Some of those results were used to develop questions for this q uantitat ive s tudy of Jacksonville residents Method Participants 812 interviews were completed with randomly selected household heads in the Jacksonville area Quotas were set to conduct SO% of the interviews with males and SO% with females. The final results included 400 interviews with males and 412 interviews with females. The sample was developed using a random-digit-dialing process and interviews were conducted by employees oflntersearch Corporation of Horsham, PA. The sample was randomly drawn from within Duval County. Materials and procedure The survey was conducted by telephone The average interview length was approximately 10 minutes. The survey instrument is included as appendix A at the back of this report. Interviewers introduced them se l ves as calling on behalf of the Center for Urban Transportation Research to discuss community issues in Jacksonville. Only household heads were interviewed. In summary, participants were asked about: Their opinions on various transportation-related issues Their current commute mode, Awareness of and past eli:perience using JTA, the Skyway and the Stadium Shuttle Level o f support for providing tali:pa yer funding for public transportation improvements Interest in riding the bus if various improvements were made One-half of the participants, randomly selected, were asked about their support for funding and the other half were asked about their interest in riding the bus if improvements were made. 3

PAGE 7

Results and discussion Awareness and penetration of IT A services Awareness and penetration are important concepts for the marketing of any consumer product. In order to take advantage of the benefits a product offers, potential customers need to be aware of that prod uct how to use it, and where to obtain it. In marketing a product, the idea is to move poten t ial customers along the "marketing continuum": Awareness Interest Inquiry Trial Repeat usage In the case of transit, the question becomes what is the level of familiarity with the transit service provider (Awareness) and how many people have actually tried JTA 's services (Trial). Issues of interest, inquiry and repeat usage are dealt with in other sections of this report. Awareness is calculated in the following manner. First, respondents are asked if they are aware of any organi zations that p rov ide bus service or other transportation service in the area, and if so, which organizations. If IT A or Jacksonville Transportation Authority is mentioned in this sequence, the respondent was coded as having "unaided awareness", i.e. they were able to recall the agency without prompting If they do not men tion those organizations, they are then prompted with the question, "Have you ever heard of ITA or the Jacksonville Transportation Authority or not?" If they answer, "yes" to this question, they are coded as having "aided awareness only" of JT A Assuming they have heard of JTA, they are then asked what services they are aware of that are provided by JT A. If they menticm local bus service, they are coded as having "unaided awareness" of JTA as the transit service provider If they do not mention bus service, they are then asked if they are aware that JT A provides local bus service. If they answer "yes: to this question, they are coded as having "aided awareness only" for the provision of bus service by JT A. The same procedure is used for the Stadium Shuttle and Skyway. Total aided awareness is calculated by summing the unaided and aided awareness levels, since anyone who has unaided awareness clearly would have aided awareness as well. Thus aided awareness is always at a higher level than unaided awareness. Service penetration is calculated by asking respondents how they commute to work (to see if they respond that they ride the bus and if they do not respond that they ride the bus, asking if they have used t h e bus in the last year. If they have, they are asked if they still ride the bus or n ot. Current users are those people who either ride the bus to work or have ridden the bus in the last year and say they still ride the bus If they have not ridden the bus in the past year, they are asked if they have ever ridden the bus in the Jacksonville 4

PAGE 8

area. The response to this question is then coded as "ever used JTA." Again, a parallel process (omitting the question of 'ever used'') is used to calculate penetration of the Skyway and Stadium Shuttle. Aided awareness ofJT A is nearly universal among residents of Duval County, as shown in the graph below. Over 80% also know (unaided) that JT A provides bus transit service in the Jacksonville area. Aided awareness of the Stadium Shuttle and of the Skyway are also close to 90%. However, only 65% of area residents are aware that JT A is the provider of the Skyway and only 61% )
PAGE 9

Awareness of ITA as the service provider is near l y, but not completely, universal among users of the ITA service 8% (+/ -4.8%) of users of the transit service say that they are unaware that ITA is the transit service provider. 14% of Skyway users and 17% of shuttle users are unaware that JTA is the service provider for those services, respectively. Percent of respondents who use the following IT A services but are unaware that JT A provides those services 20% 10% 5% Bus Skyway Shuttle 6

PAGE 10

Within the last year about I in 3 adult Jacksonville residents have used a IT A service. Bus Transit us e accounts for 9%, Stadium Shuttle for I 0%, Skyway for 5%, and the remainder have used multiple services. Altogether, 15% of Jacksonville residents have used the bus in the past year, 10% have used the Skyway, and 16% have used the Stadium Shuttle The difference between the number of indiv i dual Stadium Shuttle and regular bus users for the past year is not statist i cally significant. Overall penetration of JTA Services The Stadium Shutt l e and Skyway, combined, produce over half of the exposure to and use of IT A to area residents This suggests that the Stadium Shuttle and the Skyway are both tremendous sources for attracting potential new users to JTA's core transit service. 7

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The demographics of those who have used only the Skyway or shuttle and not J TA's transit service, are (not surprisingly) completely different than the demographics of the regular transit users, as shown in the chart below. Comparison of demographic characteristics of those respondents who have and have not used JTA services 100% ...-------------------, 40% 20% 0% 8

PAGE 12

Analysis of former bus riders Two hundred and two (202) former bus riders, defined as those who used the bus in the past for at least a month or more but no longer ride it, were asked about their main reasons for no longer using the bus and to rate a predefined set of factors in terms of the importance of the factors in the former riders' decision to cease riding the bus. The analysis of former bus riders is important because the retention of bus riders is the most cost effective way to maintain ridership levels In many industries, the cost of obtaining a new customer through various marketing efforts is estimated to be between five and ten times the cost of activities associated with retaining existing customers. When reasons for no longer riding the bus are factors that can be changed through service provision changes, those potential changes should be carefully evaluated. The main reasons for no longer riding the bus are shown below. Clearly the most prevalent reason was that people bought or gained access t o a car, stated by over halfthe respondents Convenience or availability of bus service after a home or work move made up another 20%, no longer working a further 8%. Main reason for no longer riding the bus 60% 40% 20% 0% Cottar ......... 9

PAGE 13

People were also asked if certain predefined measures had an impact and to rate that impact on a sca l e of! to 10. The mean values are shown below For comparison pwposes, the mean value of buying/getting access to a car is also shown, although this question was only asked of those who said it was the main reason (55% of all respondents to this question). Average Agreement Rating for Statements about No Longer Using the Bus 10

PAGE 14

Another way oflooking at this infoxmation is to see what proportion of foxmer riders gave this a high rating, which is usually defined as "top three box" or 8-10 on a 1-10 scale. This approach produces the following chart: Percentage of Former Riders Strongly Agreeing with Statements about Why They No Longer Use the Bus In this case the factor of getting a car was calculated as a percentage of all respondents who no longer rode the bus, as opposed to just those who stated this as the main reason. It can be seen that the conclusion s are the same as would be drawn from the mean swrunary, but this view provides a better idea of the number of people who are influenced by each of the factors. When customers gain access to a car JT A's main method of keeping the customer must be to continue marketing the convenience of the bus as removing drivers from traffic and parking problems. Also, the routing network continues to requir e close examinat ion to improve home/work access points, as will be noted later. Of all the reasons tested spec ifi cally on-time performance issues appear to have had the most impact on former bus riders. This theme is supported by later questions about riding the bus if various improvements were made. 1 1

PAGE 15

Current commute mode split of Jacksonville residents Current mode split is analyzed to determine the proportion of Jacksonville residents that are currently repeat users of the product (i.e., have reached the highest level in the marketing continuum addres sed earlier). This is an important baseline performance measure with which the evaluation of the effectiveness of future marketing campaigns can be analyzed. Commute mode is determined by asking respondents who work how they commute to get to workhow many days per week they drive alone, carpool, ride the bus, etc. The current commute mode split of Jacksonville conunuters (who make up 71% of the respondent sample) is shown in the chart below. Jacksonville work commute mode split C-atp:.oll 10% 12

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Jacksonville work commute mode split Percent of trips using non-drive-alone modes 20%x-------------------------------------, 10% 75% of commutes to work lake place between 6 and 9 AM, 80% of return trips take place between 3 and 7 PM The mode split of Jacksonville commuters is very similar to other Florida cities' in which this measurement approach has been used. F rom a statistical standpoint, the numbers are i dentical to the results of a survey conducted in t h e Miami/Fort Lauderdale area in 1998. About 2% of Jackson vi lle residents' commute trips are made transit. 86% of commute trips are made by driving to work in single-occupant-vehicle (SOV) modes. The remaining 12% are made i n other ways, predominantly carpooling ( 8%). 13

PAGE 17

Rating of the public transit system in Jacksonville The ratings of the public transit system in the area are important performance measures in two different areas: Most importantly, they represent one measure of the leve l to which current residents believes the current system is fulfilling one of its major intended roles; Secondarily, higher ratings will presumably be correlated with higher probability of using the transit system. Demographic breakdowns of the result will assist in pinpointing those segments which have the best (and worst) perceptions of the transit system and will assist in targeting marketing expenditures both to improve transit's image in the community and to locate those residents who may be most receptive to using transit in the future. The latter objective is dealt with in more detail in the section on "analysis of those most likely to ride the bus." Demographic targeting is vital to maximize the efficiency of the expenditure of those funds. Mass distribution of information is inherently more expensive than targeted distributions as advertising space rates (as well as mailing costs) are directly correlated to the breadth of their distribution. By understanding the relative opinions of different segments of the population, communications materials to address their individual concerns can be targeted to media outlets and geographic areas to achieve the biggest "bang for the buck." 14

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Ratings of the public transit system in Jacksonville were measured on a Very good Very poor scale The distribution of ratings was about evenly split between Very good/good, adequate, and PoorNery poor, with slightly more respondents rating the public tr ansit system very goodlgoocl This result is virtually identical to the result from a similar survey conducted i n Palm Beach County. Rating of the Public Transit system in Jacksonville 100% 15

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A breakdown of these results by demographic categories showed that opinions are most highly differentiated by education, age, and income. The highest ratings were obtained from respondents with lower education levels those aged 18-34 and 55 and over (i.e not for 35-54) and respondents with lower incomes. Surprisingly, ratings did not differ greatly between those who had and had not used IT A services within the past year. Average Rating of Transit System by Demographic Characteristics 3.5 /r-----------: AD Craduate This suggests that, in terms of public image, the group to which IT A must target informational and image messages are the higher income, higher educated, 35-54 year old residents. Even more surprising were the results of correlations between ratings of public transit system and suppop for various tax measures and for likelihood of riding the bus. These correlations tended to be extremely low. None were above 0.2, meaning that they explained virtually none of the variations in support for or intention to use the bus service. Given the high levels of support for the various tax measures this is clearly a good thing. 16

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Community priorities for improvements in transit service Ratings of support for i n creased tax funding provide a measure of the community's support for the transit system and intended future improvements. The relative ratings of various proposed improvements will help the transit system to better understand public sentiment and approval for future plans, and also provide a gauge of which types of improveme n ts may be able to win support in local referenda. As in the prev i ous sect ion, breakdowns of these results along demographic lines will assist the marketing an d communications efforts by pinpointing those population segments that have the highest (and lowest) levels of support for various proposed improvements and provide targeting infonnation for the distribution of materials intended to boost support for proposed improvements. Survey respondents were asked to indicate their level for increased.tax funding to support v arious transit improvements measures on a strongly agree strongly disagree scale. The percentage of respondents strongly agreeing, and strongly/somewhat agreeing with each measure is shown in the chart below. Support for Transit Initiatives to Receive Taxpayer Funding The improvements that receive the most support include provide bus service to more parts of town, making buses operate on schedule and providing more early morning bus service. Over 70% of all respondents favored these measures. Providing park 'n' ride 17

PAGE 21

service gets a fair amount of support as well but much of it is of the lukewarm "somewhat agree ' variety. The initiat ives that receive Jes s support requ ire additional scrutiny. These initiatives include increasing frequency of bus service increasing weekend and evening service, and particularly increasing Skyway service. Are there specific groups that oppose these initiatives? Could informational/promotional campaigns be targeted towards those groups? Support to increase overall frequency of bus sen-ice is lowest among family households, whites, households with incomes above $40,000 annually, and people who Jive on the North or South side of town. Comparison of support levels among demographic groups for increasing tax funding for an increase in frequency of bus service 100% 80% 60% 40% 20% 0% 18

PAGE 22

Support to increase night time bus service is lowest among family households, residents with lower income and education levels, those age 35 or older, and those who live on the North, East (including Beaches) and West sides of town. Comparison of support levels among demographic groups for increasing tax funding for night bus service 70% 60% 50% 40% 30% 20% 10% 0% 19 UoUUileii.IIHI

PAGE 23

Support to increase weekend bus service is lowest among whites, those with $40,000 or more annual household income, and those who live in the South, East and West sides of town. 100% 80% 60% 40% 20% Comparison of support levels among demographic groups for increasing tax funding for weekend bus service <$40,000 v,, > $40,00(1 other 20

PAGE 24

Support for using tax funding to increase Skyway service frequency or expand it s reach is l owest amo n g family h o u seholds, those aged 35 or older, and those who live on the East o r West Side of town. Interestingly, those who regularly read the w e ekday and Sunday paper s are also les s likely to favor suc h init i ative s suggesting that editorials and (to a les ser extent) new s paper advertising may be effective in reaching tha t populat i on. 70% 60% SO% 40% 30% %0% 10% Comparison of support levels among demographic groups for increasing tax funding for Skyway service Comparison of support levels among demographic groups for increasing tax funding for Skyway service 80% 7 0 % 60% 50% 40% 30% 20% 10% 21

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The themes that seem to run consistently in these analyses are t..llat opposition to increased taxpayer funding comes from the higher income households, older residents (35 and older), and those who live on the East and West sides of town. ITA will most likely be in line with community priorities if they plan to provide a broader routing coverage system, increasing bus sen-ice in the morning hours, and developing a mechanism to improve on-time performance. It is safe to say that improvements in such areas would probably also provide the great est benefit to JTA's public image. Should JTA seek to use tax initiatives, decrease average headways, expand night or weekend service or expand/increase Skyway service, the groups that are least supportive for each of those areas (see above) should be targeted for informational/promotional campaigns to explain the issues and to seek their support. 22

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Support for the Skyway The Skyway is a key part of ITA's investment in future transportation in Jacksonville. It is also one of the most visible elements of JT A's public transportation strategy. Because of its prominent position in the transportation infrastructure, an in-depth understanding of the level of support for the Skyway is critical to maintaining support for JT A's position and role in the community. As noted previously, demographic breakdowns of the level of support are vital to help target marketing and communications efforts to the appropriate community segments. As seen earlier, there is considerable opposition to increasing tax funding for Skyway improvements. Less than half of Jacksonville residents stron.gly or somewhat agree that they would support increased tax funding for increasing or expanding Skyway service. Residents' position on the Skyway was gauged by asking them to indicate which of the following statements they felt best reflect their opinion: The Skyway is a poor investment of taxpayer money The Skyway is a good investment of taxpayer money The idea of the Skyway is sowtd but the way it was built is not good for downtOV.'Il The Skyway iso 't much use now but 'vill be much better when it is completed. 23

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A strong p l urality of the residents (44%) indicated that the last statement best reflect their position A further 15% said outright that the Skyway was a good investment However 24% indicated that they felt the Skyway as a poor investment of taxpayer money and 12% felt that the way the Skyway was built was bad for downtown even though the idea was sound Whic h of the following best describes y our opinion about the Skyway? 100% 80% 60% 40% ZO% 24

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Demographic breakdowns seem to indicate that those who are not favorably disposed to the Skyway ten d to have higher i ncomes Those who say it is a "poor investment" also tend to be o lder: 84% are aged 35 or older and 33% are over 55, versus about 45% and 25%, respectively of all those who favor the Skyway (either as a good inves tm ent or will be better when completed). Those who say the way it was built i s bad for downtown tend to have higher education ( 45% are college graduates versus 35% of all others). Comparison of Demographic Char acteristics by Support for Skyway 60% SO% 40% 30% 20% 10% 0% iJ t.c1 ro .. "" '"' "" 25

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Support for the Skyway does not differ by awareness of whether ITA runs the Skyway. This suggests that promoting the Skyway as a IT A service will probably not impact the level of support in either direction. Comparison of attitudes involving the Skyway of respondents who are and are not aware that IT A runs the Skyway 60o/o lk------------------------------30o/o L}---------------------------20% 10% 0% 26

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Changes that would make residents more likely to use JTA In this section of the report, strategies to increase the level of trial and repeat usage of JTA services are examined. Increasing transit ridership both solidifies JTA's position as a provider of value to the community and helps to ease the crush of traffic congestion on area roads and redu ce pollution to improve community li vability. Awareness levels of JTA as a service provider, as shown earlier are extremely high. The next step is to increase specific awareness of JTA's services, increase int erest levels in those services, and stimula t e trial usage of the product. Residents who do not currently use the bus were asked if they agreed that they would ride the bus once per month or more if specific improvements were made to the system They were asked to respond to each of the improvements individually The results are summarized in the chart below Interest in Riding the Bus if System Enhancements are made The data can be looked at in several ways One is to combine "somewhat agree" and "strongly agree" either directly or using some kind of weighting function (2:1 is used in many approaches), and rank the responses. Another is to focus on "strongly agree" only, since they are the ones most likely to use the service if the change is made, and rank the responses. Yet another variant would be to attempt to find those changes that incrementally add the largest number of people to the number that 'strongly agree'' th ey 27

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would us e a service if the change was made-essentially to capture the largest nwnber of potential additional riders with the fewest service improvements. Fortunately, in this case, the results reached by using each of these approaches are virtually identical. The one m ajor difference is that p roviding additional transit information becomes a much more crucial factor if only the "strongly agrees" are looked at. The most important change not surprisingly, is making routes that run buses closer to respondents' home and work locations. This is an i ssue that has been raised before (particularly in CUTR' s survey of JTA customers for the "Transit Customer Satisfaction Index.") Other key improvements including making sure buses come every 30 minutes, providing more transit information (as described above) improving ontime performance, and making bus stops safer cleaner, and more comfortable. Issues that were not mentioned as often included making buses less crowded (i.e. running more buses) making bus rides shorter and making the buses themselves cleaner and more comfortable A correlational analysis between all of the enhancements found that correlations ranged between .4 and .65 for any given combination of enhancements, which indicates that there is no discernible combination of enhancements that would work better than any other given combination. This is confirmed by a factor analysis that has a single factor result. These findings suggest that JT A should focus improvement efforts on routing, on-time performance, providing 30minute headways, and providing new and innovative methods of delivering information about transi t routes and schedules. 28

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Characteristics of respondents most likely to ride buses This section continues the theme of breaking down results by demographic patterns to improve targeting of marketing and communications materials, but may also provide further information to assist in product des ign, such as routing, scheduling, and distribution of route and schedule information in the most cost-efficient and operationally effective manner. Those residents most likely to switch to riding the bus were identified by how many different changes they said woul d make them ride the bus once per month or more. Those who responded to three or more changes were deemed those most likely to switch. The distribution of the number of improvements each resident strongly agreed would make them ride the bus once per month or more is shown in the chart below. Number of different improvements residents strongly agreed would make them ride the bus 40/o 20%u----29

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The characteristics of those who strongly agreed on three or more improvements ("likely to ride the bus") versus all others ("unlikely to ride the bus'') are illustrated in the next chart. Those who are likely to ride the bus are more likely to be minorities, to have lower income and education, to be female, to live on the North or west side of town, and to have ridden the bus at least once since they moved to Jacksonville. These would be the types of people most likely to switch to riding the bus if some or all of these improvements to the transit system were made. Information about such improve ments should be targeted towards these residents. Demographic characteristics of those likely and unlikely to ride the bus Those likely1o ride the bus 'o\'Ctt ;dtn(i.fied by the respoodcnu ''StJOn&ly '"Some,ll.at ""'"" ov more or quc$Uol'l$ reprding clw'lge:s in bus scnioe tlw ""'Oul:l nWo: them more willine 10 ride the b\1.$. 30

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Community image & promotional relations data A nwnber of questions on the survey did not deal directly with operational issues but were instead geared to address promotional relations issue and establishing the attitude of Jacksonville residents towards various transportation-related issues. These included questions regarding the mo s t important issues in the Jacksonville community and, the assessment of to what degree the need for transit had increased in the past two years, and the level of agreement with various statements about transportation in the Jacksonville area. These questions are key to understanding the image that ITA holds in the community and the level of support that their activities are likely to garner. The more support residents have for public transportation (as opposed to increase road building) to solve area transportation problems, the more likely JT A s initiatives will receive support in terms of tax allocations and votes. T he response to these questions provide important guidance i n assess i ng the required nature that future communications to the public regarding JTA's activities need to have in order to maximize their effectiveness. Resident's opinions of what the most important issues are in Jacksonville are detailed in the chart below. Transportation and traffic issues head th e list (26%), followed by crime and education. Single most Important Issue facing the Jacksonville Community 30% 25% 20% IS% 10% 5% ....... ........ ,_ . 31

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A demographic comparison shows that those who feel transportation is the biggest problem facing Jacksonville are more likely to have children aged 6; to have 2 or more vehicles; to have a college degree; to be white; to be aged 45 or older, to have annual househo l d incomes over $30,000; to read th e Sunday paper; and to live in the South Side, East side, or Beaches communities. Demographic comparison of those whQ feel transportation is and is not the biggest issue facing Jacksonville 100%.,.r-------------------,l 80% 60% 40% 20% 0% In spite of apparent similarities in the profiles however there are no meaningful relationships between believing transportation is the most important issue facing Jackson ville and support for tax measures or int e ntion to ride the bus 32

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. Overall, most residents (58%) believe the need for public transit has increased in the past two years, as demonstrated in the chart below or 69% of those expressing an op inion (16% said they didn t know). Very few (5%) feel the need for public transit has decreased. Perplexingly, this rating also has very little correlation with support for tax initiatives or intent ion to ride the bus. There are a l so no demographic trends that ar e s ignifi cantly corr el ated with this rating. To what extent do you feel the need for public transit service in Jacksonville has changed in the last two years? 100% S0%1A-----------------------------------I 60%u--------------------------------l 20% 33

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Six items were tested for level agreement regarding transportation issues facing Jacksonville. These i tems, rated on a 5-point Strongly agree strongly disagree scale, were: 1. An effective public transportation system is important for the local economy 2. Traffic congestion in the Jacksonville area is a major problem for me. 3. Public transportation is an important part of solving our local transportation problems. 4. Building and widening roads is the best solution to current traffic congestion 5. U ntil the greater Jacksonv ill e economy improves, I won't support any new public projects. 6. I will always vote no for anythi n g involving a transit improvement. The average ratings are shown below. Clearly most residents agreed or strongly agreed with the first three statements, there was some split (although still general agreement) on the fourth, and peop le generally disagreed with the last two statements Average Agreement Rating for statements about Public Transportation 34

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A demographic breakdown of the responses again indicates very few identifiable demographic groups that have attitudes that depart markedly from the average. Single people and minorities were more likely to agree that building and widening roads is the best way to solve congestion problems However, the overall level of agreement was still fairly high, even among other groups Minorities were also more likely to say they would not support new public projects until the economy improved, although over SO% of minorities still disagreed with this statement. Those with no household vehicles and those with the lowest education levels were more likely to say that they would not support anything involving a transit improvement. Finally people living in the North side and in Riverside/San Marco were less likely to feel that traffic congestion was a major problem for them. As a whole however, there were no really meaningfu l differences between demographic groups on these statements, indicating that the differences between respondents are caused by other (i.e non-predictable and possibly non-systematic) factors. These findings indicate a general high level of support for the concept of public transportation in the Jacksonville area. Although there is still a bias towards building roads as a method of solving traffic congestion problems, sound initiatives to improve public transportation should receive support in the area Charts showing individual responses to the quest i ons appear below An effective public transportation system is important for the local economy Do you .... 35

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Traffic congestion in the J acksonville area is a major problem for me. Do you ... Bui ldi ng and widening roads is the best solution to current traffic congestion. Do you ... 60%u-------------__, 40% 30% 36

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Public transportation is an important part of solving our local transportation problems. Do you ... ________________________ ___ 70%J..f-----------------------l SO% 40% 30% 20% 10% U ntil the greater Jacksonville economy improves, I won't support any new public projects. Do you ... ______________ ___ 70%J..f----------------l 30%J..f---------: 20% u-------------" 10% 37

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I will always vote no for anything invo lving a transit impro vement. D o you ... 70% Ll-----------------------------1 50% U----------------------40% U-----------------------30% 11----------------zo% U-----------------10% 3 8

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Current advertis ing awareness Advertising awareness levels are important to measure in order to gauge the impact of current and future advertising efforts Obviously, if messages are not memorable or do no t have the required frequency and reach, awareness levels will drop. Goals should be set for each of the five leve l s in the Awareness/Interest/Inquiry/Trial/Repeat Usag e continuum. Information from the current survey should hel p to hone communications targeting efforts for JTA. It also provides a baseline with which to measure the impact of future communications campaigns. Responde n ts are asked if they have seen or heard any advertising for JTA in the past 6 months and i f so w h ere they saw the advertising and what message they recall. Just over 30% of r espondents recalled seeing or hearing ad advertisement for IT A in the past 6 m o n ths. R e call of where the advertisement was placed is suspect, as research projects have typically shown that people cannot necessarily remember accurately w here they saw an ad, and default to television if they don't know. 34% say tbey saw a television ad, and 19% said they heard an ad on the radio Other sources include sides of buses and vans (30%) bus stops (9%), newspapers (42%) billboards (13%). 39

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Of more interest is recall of the specific message, to see if people remember the content of the messages that were put out into the marketplace The recall of message content is displayed in the chan below. 20% Message recalled by Jacksonville Residents (Base: 30% who recall any ads) In this area as well, JTA should set targets for leve ls of awareness and recall they would like to achieve by individual message content. This information serves as a baseline from which t o measure improvements. Advertising awareness also differs by demographic groups. A key comparison is advertising awareness among groups most likely to ride the bus if changes are made : Non-whites, lower education, lower incomes, females, living in North and West Jacksonville, and former riders. The awareness levels are shown in the next chan. 40

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Ad vertis ing awareness levels among demographic groups to ride the bus 30% 28% 26% 24% 22% 20% *1'bose l ikdy t o ride tbebus .,.'Ct'e ldmtifiN b y lhe respoqSenc:s who answered 'ttron&Jy o: "'$omewbil agree" to tbr or more or Q\lesrioiiS wwp in buuer.ice !Nt would make them Mote -...!Ding: 10 ride the bui. Some of the differences in awareness levels are quite striking. For instance, n on-w hi t es have only a 22% lev e l of awareness o f advert i sing. Fem ale s and those with lower educations are at 27%. Even those most like l y to ride the bus (as defined earlie r ) are less aware o f advertisi n g This suggests that advertising ne eds to b e retargeted t owards those groups most likely to ride the bus if c h anges are i m plemented. 41

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Appendix A S urvey lostrumeot 42

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Final Version JTA General Public Survey 1999 SL10983 Good evening. My name is and I am calling on behalf of the center for uroan transportation research at the university of south florida. We are conducting a short survey on community issues in the Jacksonville metropolitan area We are not attempting to sell you anything, we are only interested in your opinions. (Ask to speak to an adult if respondent is clearly not an adult, and repeat) I need to speak t o the male or female head of the household Would they be avai l
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4. Are you employed outside the home? (if q 1 ne 1 ask, "While you are living in Jacksonville, are you emp l oyed outside the home ?) Yes N o Don't know Refused 1 2 (SKIP TO Q. 13) & (SKIP to Q. 13) { (SKIP to Q. 13) 5. And are you employed full tim e, that is 35 or more hours per week, or part time? Full time I Part time 2 Don'tknow & Refused { 6. Do you currently hold more than one job? Yes No I 2 [If Q6=yes, ask Q6A) 6A. Please answer the next few questions in this survey with respect to your primary job. 7. How many days do you usually travel to work in a week? _days [ifO skip to Q. 13) (ALLOW 1-999) 8. And about how much time does it take you to commute to work? minutes Don'tknow & Refused { 44

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(ALLOW 1-999) 9. And about how many miles i s your commute? miles Don't know & Refused { I OA. Please tell me the number of days in a typical week that you Drive alone to get to work? [U respondent uses more than one means of transportation in a single trip, for example walking or driving to tbe bus please only enter tbe mode used for most of tbe trip. ) _#ofdays I OB. When you drive to work, do you ever carpoo l that is, go to work with someone else i.n the car? ["carpooling" is driving witb someone else to the worksite -taking a child to school does not count as carpooling for this question) Yes 1 (cont inue with Q I OC) No 2 (go to 10-E if applicable) l OC. Please tell me the number of days in a typical week that you carpool to get to work? ("carpooling" is dri\'lng with someone else to tbe worksite taking a child to school does not count as carpooling for this question ) II of days lOD. (If lO(A) and 10(C) are >1, ver ify If total of lO(A) and lO(C) are greater than Q7, subtract lO(C) from lO(A) and use this number as the lO(A) response.) "So you drive to work alone (QIOA resp onse) days per week an:d carpool (Ql OC res ponse ) days per week?" lOA. response should be_ (IF TOTAL= Q7, SKIP TO Qll, 1 OC. response should be_ OTHERWISE CONTINUE) 45

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I OE. Please tell me the number of days in a typical week that you to get to work? (If respondent uses more than one means of transportation in a single trip, for example walking or driving to the bus, please only enter the mode used for most of the trip.] I. Vanpool that is, ride to work in a van with 7-14 other people 2. Ride the bus or transit to work 3. Ride a bicycle 4. Walk or jog 5. Do something else (SpecifY ____ ...J [When the days for all modes are added the total should equal the answer in Q.S and definitely not exceed 7 days. When responses equal the total number of days worked, go on to q. 11) I I. And at what time do you usually leave home to go to work? _ Don't know Refused 12. And at what time do you usually leave work to go home? __ Don'tknow Refused am (I) pm (2) & { am (I) pm (2) & { 13. Have you heard of any organizations that provide bus service or other transportation service in the Jacksonville area, or not? Yes No Don't knOW Refused I 2 (SKIP TO Q .15) & (SKIP TO Q.l5) {(SKIP TO Q.15) 14. Which organizations have you heard of? (All that apply) (DO NOT READ LIST) Jacksonville Transportation Authority or JTA I Skyway 2 Other (SpecifY 9 Pon'tknow & Refused { 46

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[IF Q 14(1) MENTIONED SKIP TO Q 16l 15 Have you ever heard of JTA or the Jacksonville Transportation Authority or not? 1 No 2 (Skip to q. 18) Don't know & (Skip to q 18) Refused ( (Skip to q. 18) 16. What services are you aware of that are provided by JTA? (RECORD ALL MENTIONS) Local bus service 1 People mover or Skyway 2 Lo cal road construction 3 Jaguar shuttle stadium shuttle or Alltell shuttle 4 Other (Specify ) 9 Don't know & Refused ( IF Q16 (1) MENTIONED, SKIP TO AUTHOR NOTE BEFORE Q. 1 8 17. AJe you aware that lo cal public transit service is provided by JTA, or not? 1 No 2 Don'tknow & Refused { IF Q 10(E2)>0 SKIP. TO Q. 23 18. In the past year, have yo u ridden the bus i n the Jacksonville area, or not? I No 2 (SKIP TO Q19) Don't know & (SKIP TO Q19) Refused ((SKIP TO Q19) 18a Do you still ride the bus on a regular basis, or not? Yes No Don'tKnow Refused 1 2 (SKIP T O INSTRUCTIONS BEFORE Q20) & (SKIP TO INSTRUCTIONS BEFORE Q23) ( (SKIP TO INSTRUCTIONS BEFORE Q23) 4 7

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18b. About bow often do you ride the bus? Would you say .. ? 5-7 days per week 1-4 days per week 1-3 days per month once every few months, or once per year or Jess Don't Know Refused 1 (SKIP TO INSTRUCTIONS BEFORE Q23) 2 (SKIP TO INSTRUCTIONS BEFORE Q23) 3 (SKIP TO INSTRUCTIONS BEFORE Q23) 4 (SKIP TO INSTRUCTIONS BEFORE Q23) 5 (SKIP TO INSTRUCTIONS BEFORE Q23) & (SKIP TO INSTRUCTIONS BEFORE Q23) { (SKIP TO INSTRUCTIONS BEFORE Q23) 19. Have you ever ridden the bus in the Jacksonville area, or not? Yes I No 2 (SKIP TO INSTRUCTIONS BEFORE Q23) Don't know & (SKIP TO INSTRUCTIONS BEFORE Q23) Refused { (SKIP TO INSTRUCTIONS BEFORE Q23) IF (Q18a72 or Q19=1), SKIP TO Q. 23 20. When you were riding the bus, about how often were you riding? Would you say .. 5-7 days per week 1-4 days per week 1-3 days per month once every few months, or once per year or less Don't know Refused I 2 3 4 (SKIP TO Q. 23) 5 (SKIP TO Q 23) & (SKIP TO Q. 23) { (SKIP TO Q 23) 48

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(Allow only ONE response] 21. What is the m ain reason you no longer ride the bus? (c h eck ONE answer ) (Do NOT read choices) Work hours changed Moved and bus no longer ava i lab le Moved and bus no lon ger con venie n t Work site changed and bus no longer available Work site changed and bus no lon ger convenient Bought/gained access to a car Began carpooling B u s ran behind sc hedule Bus fares was more than I was willing to pay I didn't fee l that the bus was safe Had to start taking kids to schooVdaycare Parking became cheaper or free Bus drivers were not as courteous as I would have liked Specific bad experience riding bus (specify------) Other specify ______ None Don't know Refused 01 02 03 04 05 06 07 08 09 10 11 12 13 14 9 1 00 & { 22. For each of the following reasons pleas e tell me what influence each reaso n had in your decision to no longer ride the bus by using a number from I to I 0 where 1 means the item had no influence at all and 10 means the item had a very strong influence. You may use any number from 1 to 10. (Start with item indicated in Q 21, and scatter items from there) 0 I = no influence at all 02 03 04 05 06 07 08 09 1 0 = very strong influence & = don't know { = refused A. (Use answer to Q. 21 if not in list) B. The Bus ran behind schedule 49

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C. Bus fares was more than I was willing to pay D. I didn't feel that the bus was safe E. Bus drivers were not as courteous as I would have liked F. I wasn't comfortable being around other passengers (IF Ql6= 2, SKIP TO Q24) 23. Have you ever heard of the Skyway or downtown people mover, or not? Yes No Don't know Refused I 2 (SKIP TO Q. 28) & (SKIP TO Q. 28) { (SKIP TO Q. 28) 24. In the past year, have you used the Skyway, or not? Yes I No 2 Don'tlcnow & Refused { 25. Are you aware of any plans to expand the area that the Skyway serves or not ? Yes I No 2 Don'tknow & Refused { (SCRAMBLE ATTRIBUTES. ACCEPT ONLY ONE RESPONSE) 26. I'm going to read 4 statements that could describe your opinion about the Skyway. After rve read the statements, please choose the ONE that best describes your opinion about i t (READ ALL ATTRIBUTES) Now which of these statements best describes your opinion about the Skyway? The Skyway is a poor investment of taxpayer money 1 The Skyway is a good investment i n the transportation system 2 The idea o f the Skyway is sound but the way it was built is not good for downtown 3 The Skyway isn't much use now but will be much better when it has been completed 4 Don't know (DON'T READ) & Refused (DON'T READ) { 50

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(IF Q16=2, SKIP TO AUTHOR NOTE BEFORE Q28) . 27. Are you aware that the Skyway is a JTA service, or not? Yes I No 2 Don't know & Refused { (IF QI6=4, SKIP TO Q29) 28. Have you ever heard of the Stadium shuttle. service, which provides transportation to and from Jaguars' games and other sports events, or not? (NOTE: If respondent mentions Jaguar shuttle, this counts as a "yes") I Yes No Don't know Refused 2 (SKIP TO q.3 1) & (SKIP TO q.31) ( (SKIP TO q.31) 29. In the past year, have you used the Stadium shuttle service to go to the stadium, or not? Yes I No 2 Don'tknow & Refused ( 30. Are you aware that the Stadium shuttle service is a IT A service, or not? Yes I No 2 Don'tknow & Refused ( 51

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3!. Overall, how woul d you rate the public transit system in Jacksonville? Wou l d you say that the system is: Very good 5 Good 4 Adequate 3 Poor,or 2 Very poor I Don'tknow & Refused { 32. And overall, to what extent do you feel the need for public transit service in Jacksonville has changed in the last two years? Do you feel that this need has: Increased greatly 5 Increased sli ghtly 4 Stayed about the same 3 Decreased slightly 2 Decreased greatly I Don'tknow & Refused { 33. Next, I will read a few stat ements conc erning transportat ion in the Jacksonville area As I read each one, please indicate the extent to which you agree with each statement. Please respond by telling me whether you strong l y agree, somewhat agree, neither agree nor d i sagree somewhat disagree, or strongly disagree. The first statement is: (SCRAMBLE STATEMENTS) A. An effective public transportation system is important for the local economy. Do you (record response) Strongly agree 5 Somewhat agree 4 Neither agree nor disagree 3 Somewhat disagree 2 Strongly disagree 1 Don'tknow & Refuse { 52

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B. Traffic congestion in the Jacksonville area is a major problem for me. Do you: Strongly agree 5 Somewhat agree 4 Neither agree nor disagree 3 Somewhat disagree 2 Strongly disagree l Don'tknow & Refuse { C. Building and widening roads is the best solution to current traffic congestion Do you (record response) Strongly agree 5 Somewhat agree 4 Neither agree nor disagree 3 Somewhat disagree 2 Strongly disagree I Don'tknow & Refuse { D. Public transportation is an important part of solving our local transportation problems. Do you: Strongly agree 5 Somewhat agree 4 Neither agree nor d isagree 3 Somewhat disagree 2 Strongly disagree l Don'tknow & Refuse { E. Until the greater Jacksonville economy improves, I won't support any new public projects. Do you: Strongly agree 5 Somewhat agree 4 Neither agree nor disagree 3 Somewhat d isagr ee 2 Strongly disagree I Don't know & Refuse { 53

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F. I will always vote no for anyt h ing involving a transit improvement. Do you: Strongly agree 5 Somewhat agree 4 Neither agree nor disagree 3 Somewhat disagree 2 Strongly disagree I Don'tknow & Refuse { 34. Have you heard, seen or read any advertising or other messages related to bus or other transi t service in the Jacksonville area in the past 6 months, or have you not seen any such advertising? Yes I No Don'tknow Refused 2 (SKIP TO INSTRUCTIONS BEFORE Q 37) & (SKIP TO INSTRUCTIONS BEFORE Q. 37) { (SKIP TO INSTRUCTIONS BEFORE Q. 37) 35. Where did you see or hear this advertising? [All that apply] (DO NOT READ LIST) N ewspaper Radio 0 1 02 Was this radio ad part of a traffic report? Yes 1 No 2 Don'tknow & Refused { Television At work In the mail On billboards On road signs Received a phone call At'a bus stop/on a bench On the side of buses/vans Special event/transportation day Other (Specify) Don't know Refused 54 03 04 OS 06 07 08 09 10 II 91 & {

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36. What message do you recall from this advertising? [All tbat apply[ (DO NOT READ CHOICES) None l Bus service is available 2 Riding the bus saves money 3 Buses can get you where y ou want to go 4 Skyway service (generic) 5 Stadiwn shuttle (generic) 6 Other (Specify 7 Don'tlmow & Refusro { [IF Q 10(E2) > 0, OR IF Q18=1, SKIP TO Q38) [1/2 GET Q37 AND 1/2 GET Q38) [SCRAMBLE STATEMENTS) 3 7 I am going to describe some changes that might be made to the bus system and ask you about how they might affect your willingness to use the bus. For each of the following statements, please i ndicate the extent to which you agree or disagree that the change would make you willing to use the bus once per month or more Please respond by telling me whether you strongly agree somewhat agree, neither agree nor disagree, somewhat disagree, or strongly disagree. Strongly agree 5 Somewhat agree 4 Neither agree nor disagree 3 Somewhat disagree 2 Strongly d isagree I Don tlmow & Refusro { The first/next statement is: I would ride the bus once per month or more if ..... A. Buses came to my stop at least o n ce every 30 minutes B. The bus rides were shorter C. Buses were cleaner and more comfortable D Buses were safer E. Buses were less crowded F. The bus went closer to my home and work G. Transit information and passes were more readily available H. Bus stops were safer, cleaner, and more comfortable I. Buses ran more on schedule (?) 55

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[SCRAMBLE STATEMENTS) 38. In your opinion, to what extent should each of the following issues receive taxpayer support? Please respond by telling me whether you strongly agree somewhat agree, neither agree nor disagree, som ewhat disagree, or strongly disagree that the issue should receive taxpayer support. Strongly agree 5 Somewhat agree 4 Neither agree nor disagree 3 Somewhat disagree 2 Strongly disagree I Don'tknow & Refused { The first/next issue is: Taxpayer support should be provided for: A. Increasing frequency of bus service B. Providing more night time bus service C. Providing more early morning bus service D. Providing more weekend bus service E. Providing bus service to more areas of town F. Express services from park 'n' ride to employment centers G Making buses run more on schedule (?) H. Making Skyway service more frequent and expanding hours of service (IF Q4=NOIDON'T KNOW/REFUSED, DO NOT ASK Q39E AND Q39F) [SCRAMBLE STATEMENTS] 39. Which of the following do you do once per week or more? Do you: at l east once per week, or not? Yes I No 2 Don'tknow & Refused { A. Watch network television B. Watch cable television C. Read the paper on weekdays D Read the Sunday paper E. Listen to the radio while going to work F. Listen to the radio at work G Listen to the radio at home 56

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dl. Now I just have a few questions remaining that are for statistical and classification pwposes only. Your answers will remain completely anonymous and confidential. What is your marital status? Single 1 Married 2 Divorced/Separated 3 Widowed 4 Don'tknow & Refused { d2. Do you have any children under the age of 6 in your household? Yes No Don' t know Refused I 2 & { d3. Do you have any children aged 6 -16 in your household? Yes No Don't know Refused 1 2 & { d4. How many working vehicles do you have in your household? (Record number) __ Don't know Refused & { 57

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d5 What i s the highest level of education you have completed? Did not complete high school I High school graduate 2 Trade/technical schoo l 3 Attended college/associate degree 4 College graduate S Post Graduate degree 6 Don'tknow & R e fused { d6. What is your race? White I Afiican-American 2 Hispanic 3 Asian 4 American Indian s Other specify 6 Refused { d7. Please stop me when I read the category that contains your age: 18. 24 years old I 25. 34 2 35.44 3 45.54 4 55.64 5 65 or older 6 Refused (DON'T READ ) { 58

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d8. Please stop me when I read the range that contains your household's total income, including yourself and anyone else in your household that worked, for 1998? Under $10,000 1 $10,000-$19,999 2 $20,000$29,999 3 $30,000$39,999 4 $40,000$49,999 5 $50,000$59,999 6 $60 ,000$69 999 7 $70,000 or more 8 Don't know (DON'T READ)& Refused (DON'T READ) { (DO NOT ASK) d9. Please record sex Male I Female 2 Thank you very much. That concludes our survey. So that my supervisor can verifY my work, may I please have just your first name? 59