Qualitative Research in the Transport Sector

ualitative survey methods are being used increasingly in research and policy studies to understand traveler perceptions, attitudes and behavior, as a complement to moreestablished quantitative surveys of public perceptions, attitudes and behavior. The aim of this paper and workshop is to review the use and potential use of qualitative research techniques in transport (particularly in relation to understanding existing behavior), to identify any areas requiring further research, and to recommend the role that qualitative techniques can play in comparison with quantitative techniques in a transport policy or research context. This paper attempts, with reference to a number of studies in the transport sector, to shed some light on some of the strengths and weaknesses of qualitative techniques. Qualitative research techniques include one-to-one unstructured-depth interviews, triads, brainstorming, paired interviews, accompanied interviews, participant observation and so-called “mini” groups. Particular attention is given in this paper to focus groups, as the interaction that occurs in this type of research is unique to qualitative research. When respondents are completing questionnaires, the activity is isolated, whereas the focus group is an interactive process. Furthermore, many issues that pertain to focus groups also relate to other qualitative research techniques.