Abstract
The Chicago Transit Authority opened its Orange Line rapid transit service within the southwest corridor of Chicago in 1993. The market research that was conducted in 1995 to identify new markets for the Orange Line is presented. Three areas were investigated: (a) the effectiveness of advertising campaigns associated with the inauguration and ongoing provision of service; (b) a tradeoff analysis of service features determined to be most important to current rail transit travelers and that may attract future Orange Line riders as well; and (c) the trip purpose, mode, and origination–destination points for all trips made on a representative weekday. Several travel submarkets were investigated. Conclusions were drawn about suggested improvements for services and marketing efforts.
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