United States Department of Transportation
i
A Guide to Developing Marketing Research for Highway Innovations
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2013-03-01
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[PDF-3.81 MB]
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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.
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