| Title | A Guide to Developing Marketing Research for Highway Innovations |
|---|---|
| Record ID | 68036 |
| Personal Name Creator |
Bergeron, KA; Kinsaul, Alisa; Zmud, Mia; Mallela, Jagannath |
| Personal Name Contributor |
Lord, Byron; Huie, Mary |
| Corporate Creator | United States. Federal Highway Administration |
| Corporate Contributor |
Applied Research Associates, Inc. |
| Publisher | United States. Federal Highway Administration |
| Publication Date | 20130301 |
| Language | English |
| Abstract | Highways for LIFE (HfL) focuses on speeding up the widespread adoption of proven innovations in the highway community. Such innovations include technologies, materials, tools, equipment, procedures, specifications, methodologies, processes, and practices used to finance, design, or construct highways. HfL is based on the recognition that innovations are available that, if widely and rapidly implemented, would result in significant benefits to road users and highway agencies. This guide addresses how to use marketing research to deploy technologies and how it has been used for understanding public perception of the organization. It can help an agency better manage its funding, because good marketing research in the form of a customer satisfaction survey can reveal what areas are important to customers. |
| Rosap ID | dot:42675 |
| Rosap URL | https://rosap.ntl.bts.gov/view/dot/42675 |
| TRT Terms | Technological innovations; Marketing; Market research; Customer satisfaction; Public opinion |
| Geographical Coverage |
United States |
| Contract Number | DTFH61-06-D-00038 |
| Report Number | FHWA-HIF-13-035 |
| Resource type | Tech Report |
| URL | https://ntlrepository.blob.core.windows.net/lib/68000/68000/68036/FHWA-HIF-13-035.pdf |
| Format | |
| Database | NTL Digital Repository |