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Abstract:
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This study revisited the San Diego telecommuting survey data using cluster analysis, a commonly used technique for market segmentation studies. This study first divided commuters into several clusters, each of which represented different travel behavior. We then described and interpreted each cluster in terms of its size, mean factor scores, and other pertinent information. Furthermore, we related the cluster membership to various socioeconomic characteristics and other variables of interest, including presence of children, commute distance and time, and preference and choice of telecommuting. This study allowed a better understanding of transportation model choices from a marketing analysis perspective, which would help make more effective policies to promote telecommuting.
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