Travel research is a field which is maturing rapidly into a systematic and cumulative body of knowledge. An important part of the maturing process for any science is the development or adaptation of consistent and well-tested measurement techniques and methodologies which are well-suited to the types of problems encountered in practice. This article attempts to contribute to a better understanding of the problems encountered in travel research with a view to improving theory and practice in the field. After giving a brief overview of the nature of behavioral and economic research in general, five types of factors which often create difficulties in travel research are identified. The discussion attempts to clarify the nature of the measurement problem related to each factor. The latter part of the paper suggests possible means of overcoming certain of the difficulties with which the author has had direct experience. A number of research priorities are identified for studying those remaining problem areas which appear to be less well understood.
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