MARKETING RESEARCH

The systematic gathering, recording, and analyzing of primary (newly collected) and secondary (existing) data to provide information for marketing decision making. In transportation, this could consist of gathering information and data (including economic data, etc.) and analyzing this material to identify the service attributes that most strongly influence the decisions of different groups about travel, to assess the characteristics (needs, number, etc.) of potential users of a system, and to anticipate future trends. (TRB)