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A Handbook: Using Market Segment Segmentation to Increase Transit Ridership

TRB's Transit Cooperative Research Program (TCRP) Report 36: A Handbook: Using Market Segmentation to Increase Transit Ridership was written to provide information to transit managers and staff on market research as it is practiced in transit.  It includes an overview of market segmentation, basic approaches and concepts, and marketing procedures.  The information provided also provides guidance on how to integrate market research into transit agencies.