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• Case Histories:
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City bus line managers wanted to know more about ways to attract more riders (this case covers only one of four studies in the program).

Objective:

To measure the effect of mailing ten free bus tickets to a sample of the population—did the tickets increase their use of the bus?

Methodology:

We obtained the list of 482 people who received the ten free tickets. We mailed questionnaires to these folks and got 165 questionnaires returned.

Results:

• Before they received the tickets, 33% of the people already rode the bus. Six months after the promotion ended, the percentage of bus riders was up to 42%.
• The promotion was budgeted for the next year.

Survey Price (for this part of the survey series) was $4,800.