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Survey Design and Conduct Report National Capital Region SPECIAL GENERATOR SURVEY Survey Design and Conduct Report Prepared for TRANS Committee Prepared by R.A. Malatest & Associates Ltd. Winter 2016 Contact Information: Carole Chartrand, Project Manager R.A. Malatest & Associates Ltd. Phone: (613) 688-1847, ext 103 Fax: (613) 288-1278 E-mail: [email protected] Web: www.malatest.com 858 Pandora Avenue 300, 10621 – 100 Avenue 500, 294 Albert Street 1201, 415 Yonge St 1301, 1959 Upper Water St Victoria, BC V8W 1P4 Edmonton, AB T5J 0B3 Ottawa, ON K1P 6E6 Toronto, ON M5B 2E7 Halifax, NS B3J 3N2 TRANS Special Generators Survey – Survey Design and Conduct Report R.A. Malatest & Associates Ltd. TABLE OF CONTENTS SECTION 1: PROJECT OVERVIEW ................................................................................................. 1 1.1 Project Background ....................................................................................................... 1 1.2 Project Timelines .......................................................................................................... 1 SECTION 2: PLANNING AND DESIGN ........................................................................................... 3 2.1 Communicating with Generators ................................................................................... 3 2.2 Designing Questionnaires .............................................................................................. 3 2.3 Training Survey Staff ..................................................................................................... 4 SECTION 3: SURVEY APPROACH .................................................................................................. 6 3.1 Overall Approach .......................................................................................................... 6 3.1.1 Setup and Decamp Procedures .............................................................................................. 6 3.1.2 Respondent Recruitment ....................................................................................................... 7 3.1.3 Motivating Participants .......................................................................................................... 7 3.2 Transportation Terminals and Entertainment Venues .................................................... 7 3.3 Post-secondary Schools ................................................................................................. 8 3.4 Hotels ........................................................................................................................... 9 3.4.1 Approach 1 – Intercept Survey with Online Availability ...................................................... 10 3.4.2 Approach 2 – Card Distribution for Online Survey with Extra Incentive .............................. 10 3.4.3 Approach 3 – Collecting Email Addresses at Front Desks .................................................... 12 3.4.4 Lessons Learned from Hotel Data Collection ....................................................................... 12 SECTION 4: SAMPLING AND SCHEDULING ................................................................................. 13 4.1 Sampling and Scheduling for Sports and Entertainment Venues ................................... 14 4.1.1 Canadian Tire Centre ............................................................................................................ 14 4.1.2 Robert Guertin Centre .......................................................................................................... 15 4.1.3 Casino du Lac-Leamy ............................................................................................................ 15 4.1.4 Shaw Centre ......................................................................................................................... 16 4.1.5 TD Place Stadium (Lansdowne Park) .................................................................................... 17 4.2 Sampling and Scheduling for Transportation Terminals ................................................ 18 4.2.1 Macdonald-Cartier International Airport ............................................................................. 20 4.2.2 Train Stations ........................................................................................................................ 22 4.2.3 Greyhound Bus Station (Ottawa Central Station) ................................................................ 23 4.3 Sampling and Scheduling for Post Secondary Institutions ............................................. 23 4.4 Sampling and Scheduling for Hotels ............................................................................. 24 SECTION 5: SURVEY COMPLETIONS ........................................................................................... 27 SECTION 6: LESSONS LEARNED ................................................................................................. 28 6.1 Time Required to Engage Generators ........................................................................... 28 6.2 Time Required to Hone Methodology .......................................................................... 28 APPENDIX A: SURVEY QUESTIONNAIRES TRANS Special Generators Survey – Survey Design and Conduct Report R.A. Malatest & Associates Ltd. 1 SECTION 1: PROJECT OVERVIEW R. A. Malatest & Associates Ltd. (Malatest), in association with David Kriger Consultants Inc. and Resource Systems Group Inc., was contracted by the TRANS Committee to conduct a Special Generators Survey (SGS). The survey was conducted with four types of generators: Transportation terminals; Sports and entertainment venues; Post secondary institutions; and Hotels. The current report details the tasks completed during the planning and data collection phases of the SGS. It also describes the challenges encountered during the project as well as the strategies used to mitigate them. The results of the SGS are available in separate reports for each generator type. 1.1 Project Background Understanding travel patterns and trends is critical to planning transportation services. Origin- destination (O-D) surveys that ask respondents how, when, where, and why they travelled are one tool to capture this information. Household O-D surveys collect information from sampling residences across a metropolitan area. However, household O-D surveys are not designed to capture trips made by non-permanent residents such as students, visitors and professionals conducting business in the region. Further, household O-D surveys do not sufficiently capture trips made to and from big trip generators such as universities, sporting venues and transportation terminals. The SGS was designed to collect this information to supplement data collected during the last household O-D survey conducted in the fall of 2011. Data for the SGS was collected using a mixed-mode approach; transportation terminals, sports and entertainment venues and hotels were primarily surveyed using an intercept approach while the survey of post-secondary students was conducted online. Some flexibility to these approaches was necessary to accommodate generator preferences and to increase survey productivity. Specific details on the data collection approach for each generator type are presented in Section 3 of this report. The scope of the information collected as well as the respondents who were invited to participate also varied by type of generator. Thus a separate questionnaire was developed for each generator. The hotel questionnaire collected information on all room occupants, much like a household origin- destination survey, while the other surveys only collected travel information for the individual surveyed. Moreover, the hotel questionnaire collected data on all trips made the previous day, as did the post-secondary student questionnaire. Data collected for the other generators was limited to trips to and from the generator. Figure 1.1 lists all generators included in the study and outlines the scope of information collected and respondent eligibility for each. At all generators, employees of the generator were not considered eligible for the survey (i.e., the survey datasets do not include the work trips of employees. Such trips may be presumed to be represented in the 2011 household travel survey). TRANS Special Generators Survey – Survey Design and Conduct Report R.A. Malatest & Associates Ltd. 2 Figure 1.1 – Generators, Scope and Eligible Respondents Main Data Eligible Type of Generator Scope Collection Specific Generators Surveyed Respondents Approach Room A sample of large and small hotels in Hotels Intercept occupants* the inner and outer areas of the NCR All trips Algonquin College made on Carleton University the Post-secondary Individual CÉGEP de l’Outaouais previous Online schools student La Cité Collégiale day Université du Québec en Outaouais University of Ottawa Canadian Tire Centre Sports & Casino du Lac-Leamy Entertainment Individual visitor TD Place Stadium (at Lansdowne Park) Venues Shaw Centre (convention centre) Trips to and Robert Guertin Centre from Intercept Greyhound Ottawa Central Station generator Individual Fallowfield Train Station Transportation traveller, or Macdonald-Cartier International Terminals traveller escort Airport Ottawa Train Station *One guest responded on behalf of themselves and any room co-occupants. Maps 1 through 3 on the following pages depict the locations of the following types of generators: post-secondary schools’ campus locations; sports, entertainment,
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