Greater Golden Horseshoe Residents Stated Preference Survey
To estimate mode share for free roads, toll roads and transit within the Greater Golden Horseshoe Area (GGHA) in southern Ontario, the Ontario Ministry of Transportation asked HDR to conduct two studies using stated preference (SP) methods.
We built the SP models by conducting an online survey of 15,000 households over a two-month period. The online approach allowed us to customize delivery of the SP surveys to respondents based on the details of their last trip per trip purpose. Travelers selected the mode they would use to get to a specific destination, and the choices were used to create statistical models estimating mode preferences at the population level.
We conducted two separate studies: one to examine the value of time under tolls and congestion pricing, and another to consider new transit technologies such as electrified commuter rail, bus rapid transit and light rail transit. Both studies reflected conditions that either do not yet exist in the GGHA or exist only to a very limited context. The resulting SP models were used to estimate mode share as a function of modal attributes and a respondent's profile. An estimate of value of time for each trip purpose and by income level was extracted from each study's SP model. This information will help the Ministry form upgrades to its Travel Demand Forecasting Model for the GGHA.