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  1. Market Research For FHWA Innovations Kathleen Bergeron Marketing Specialist Highways for LIFE Program July 22, 2010

  2. Market Research for FHWA Innovations  Mia Zmud, NuStats Overview : Market Research for Hwy Technologies John Cashmore, VP,Ascendancy Research What’s New in Market Research Techniques Chris McMahon, Director of Market Research, Mn/DOT One Agency’s Use of Market Research in Transportation Decision-Making

  3. Typical Use of Market Research in Highway Agencies • Customer Satisfaction Surveys • Public Meetings as part of federally-mandated outreach • Research Studies to support requested increase in fuel taxes • Surveys to help drive decision-making

  4. Value of Market Research for Technology Deployment • Discovery of previously unknown facts • Validation of intuited information • Help form methodologies for deployment • Aids in decision-making for determining strategies • Helps in convincing others of the need for the technology

  5. Pavement Smoothness Incentives Initiative “It is clear that the top priority for improving the nation’s highways is to focus on the quality of the roadway surface. This is the factor that will most significantly increase public satisfaction with the highway system” - National Highway User Survey (May, 1996)

  6. Why are we holding this webinar?

  7. The Objective of Market Research • “to reduce decision risk by providing management with relevant, timely, and accurate information” - Marketing: A Managerial Approach by Cunningham and Cunningham

  8. “Marketing Research” “The systematic gathering, recording and analyzing of data about problems related to the marketing of goods and services.” • American Marketing Association 1960

  9. “Marketing Research” “Marketing Research is the use of scientific data methods to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve our understanding of marketing as a process.” • American Marketing Association, 1991

  10. Mia Zmud Director, NuStats