Non-user preference for improvements,and attitude towards future use of a bus system

This study was designed to determine transit non-user preferences towards improvements of the bus system in the Milwaukee area. The study was undertaken at the time when the bus system was still privately owned. Pare increase, reduction of service and decline in ridership has been the path, for the private system, to stay in operation. Public acquisition of the system was being contemplated at the time of the study and was finally consummated in July of 1975, when Milwaukee County acquired the system.A questionnaire was distributed by mail to four study areas in Milwaukee, Wisconsin. The study areas all had existing bus service; however, their population constituted a majority of non-users for work trips. The study queried the non-user of the “most desired improvement,” instead of the use of a preference scale to assess the need for improvements, and to measure the impact of improvements on ridership.This study concluded that a potential market does exist amont non-users-approximately 40% being likely to use an improved system. In addition, a systematic relationship does exist between the areas of residence and the respondent's major preference in system improvement, giving rise to a desired improvement profile in each area.The study has also explored the factors which contribute to the willingness of the commuter to change mode and use an improved bus system.