Golden Gate Transit & Golden Gate Ferry 2013 Passenger Study Draft Methodology Report Conducted by: Redhill Group December 23, 2013 TABLE OF CONTENTS PROJECT OVERVIEW ......................................................................................... 1 COMMUNICATIONS SUMMARY ......................................................................... 1 FIELD SURVEY OPERATIONS COMMUNICATIONS ...................................... 1 PHONE SURVEY COMMUNICATIONS ............................................................ 2 DETAILED SAMPLING PLAN ............................................................................. 3 GOLDEN GATE TRANSIT: ............................................................................... 3 GOLDEN GATE FERRY: ................................................................................. 13 SURVEY INSTRUMENTS .................................................................................. 20 FIELD SURVEY ............................................................................................... 20 TELEPHONE SURVEY ................................................................................... 21 DATA COLLECTION: FIELD SURVEYS ........................................................... 23 RECRUITMENT .............................................................................................. 23 TRAINING ....................................................................................................... 24 DATA COLLECTION PROCEDURE ............................................................... 24 GOLDEN GATE TRANSIT .............................................................................. 24 GOLDEN GATE FERRY .................................................................................. 25 SUMMARY OF DISTRIBUTION AND RESULTS ............................................... 26 GOLDEN GATE TRANSIT .............................................................................. 26 GOLDEN GATE FERRY .................................................................................. 33 DATA COLLECTION: PHONE SURVEYS ......................................................... 39 SURVEYOR RECRUITMENT ......................................................................... 39 TRAINING ....................................................................................................... 40 FILE RECEIPT AND LOADING ....................................................................... 40 SURVEY SCHEDULING ................................................................................. 41 DATA COLLECTION PROCEDURE ............................................................... 42 i Redhill Group, Inc. (800) 333-0830 DATA CLEANING AND WEIGHTING ................................................................ 57 DATA CLEANING AND FILE PREPARATION ................................................ 57 GOLDEN GATE TRANSIT .............................................................................. 57 GOLDEN GATE FERRY .................................................................................. 58 DATA WEIGHTING ......................................................................................... 59 APPENDIX A: SURVEY ANNOUNCEMENT DOCUMENTS ............................. 63 APPENDIX B: SAMPLE AUTHORIZATION LETTER ....................................... 65 APPENDIX C: FIELD SURVEY INSTRUMENT ................................................. 67 APPENDIX D: TELEPHONE SURVEY INSTRUMENT ...................................... 69 APPENDIX E: FIELD TRAINING MANUAL ....................................................... 71 ii Redhill Group, Inc. (800) 333-0830 LIST OF TABLES Table 1: Sampling Plan – Transit Weekday Boardings by Route and Direction ...... 4 Table 2: Sampling Plan – Transit Weekend Boardings by Bus Route ....................... 6 Table 3: Transit Expected Response Rates ................................................................... 7 Table 4: Weekday Transit Field Sampling Targets by Route, Direction, .................. 9 Table 5: Weekday Transit Field Sampling Target Summary by Time of Day .......... 11 Table 6: Weekend Transit Field Sampling Targets by Route .................................... 11 Table 7: Sampling Plan – Weekday Ferry Boardings by Route ................................ 13 Table 8: Sampling Plan – Weekend Ferry Boardings by Route ................................ 14 Table 9: Ferry Expected Response Rates .................................................................... 15 Table 10: AT&T- Ferry Service Expected Response Rates ....................................... 17 Table 11: Weekday Ferry Field - Sampling Targets by Route, Direction and Daypart ............................................................................................................ 18 Table 12: Weekday Ferry Field Sampling Target Summary by Time of Day .......... 18 Table 13: Weekend Ferry Field - Sampling Targets by Route, Direction and Daypart ............................................................................................................ 18 Table 14: Weekend Ferry Field Sampling Target Summary by Time of Day .......... 19 Table 15: Field Transit Survey Distribution and Refusals ........................................... 27 Table 16: Weekday Transit Field Survey Results by Route, Direction, and Time of Day .................................................................................................................. 28 Table 17: Weekday - Transit Field Survey Results by Time of Day ......................... 30 Table 18: Weekend Transit Field Survey Results by Route ....................................... 30 Table 19: Weekday Transit Phone Survey Results by Route .................................... 31 Table 20: Weekday Transit Phone Survey Results by Time of Day ......................... 32 Table 21: Weekend Transit Phone Survey Results by Route .................................... 33 Table 22: Ferry Field Survey Distribution and Refusals ............................................. 33 Table 23: AT&T Ferry Field Survey Distribution and Refusals .................................. 34 Table 24: Weekday Ferry Field Survey Results by Route, Direction and Time of Day .................................................................................................................. 35 iii Redhill Group, Inc. (800) 333-0830 Table 25: Weekday Ferry Field Survey Results by Time of Day ............................... 35 Table 26: Weekend Ferry Field Survey Results by Route, Direction and Time of Day .................................................................................................................. 36 Table 27: Weekend Ferry Field Survey Results by Time of Day ............................... 36 Table 28: AT&T Ferry Service ........................................................................................ 36 Table 29: Weekday Ferry Phone Survey Results by Route and Direction .............. 37 Table 30: Weekday Ferry Phone Survey Results by Time of Day ............................ 37 Table 31: Weekend Ferry Phone Survey Results by Route and Direction .............. 38 Table 32: Weekend Ferry Phone Survey Results by Time of Day ............................ 38 Table 33: AT&T Ferry Phone Survey Results by Route and Direction ..................... 38 Table 34: Transit Call Statistics ...................................................................................... 41 Table 35: Ferry Call Statistics ......................................................................................... 41 Table 36: Weekday Transit Weights .............................................................................. 60 Table 37: Weekend Transit Weights .............................................................................. 61 Table 38: Weekday Ferry Weights ................................................................................. 62 Table 39: Weekend Ferry Weights ................................................................................. 62 Table 40: AT&T Ferry Weights ....................................................................................... 62 iv Redhill Group, Inc. (800) 333-0830 LIST OF FIGURES Figure 1: Field Surveyor Qualifications .......................................................................... 23 Figure 2: Display Golden Gate Transit Surveyed Route and Review the Region .. 44 Figure 3: Search Origin - Transit .................................................................................... 45 Figure 4: Search Destination and Review Trip Region - Transit ............................... 46 Figure 5: Boarding Search and Access Mode Time/Distance Logic Check - Transit .......................................................................................................................... 47 Figure 6: Alighting Search and Egress Mode Time/Distance Logic Check - Transit .......................................................................................................................... 48 Figure 7: Check Logical Progression of Spatial Data - Transit .................................. 49 Figure 8: Display Golden Gate Ferry Surveyed Route and Review the Region ..... 50 Figure 9: Search Origin - Ferry ....................................................................................... 51 Figure 10: Search Destination and Review Trip Region - Ferry ................................ 52 Figure 11: Boarding Search and Access Mode Time/Distance Logic Check - Ferry .........................................................................................................................