TRB¿s Transit Cooperative Research Program (TCRP) Report 126: Leveraging ITS Data for Transit Market Research: A Practitioner¿s Guidebook examines intelligent transportation systems (ITS) and Transit ITS technologies currently in use, explores their potential to provide market research data, and presents methods for collecting and analyzing these data. The guidebook also highlights three case studies that illustrate how ITS data have been used to improve market research practices.

[This is] "a guidebook that addresses contemporary issues in workforce development, retention, and attraction, and public transportation image management. [It] is separated into modules that may be used independently or together [...]. Information across the modules is in the form of example successful programs, state-of-the-art initiatives, industry effective practices, and directions to implement and measure those practices. The results of this research may be used by human resource professionals and transportation policy makers in implementing more effective human resource business-planning processes"--Foreword.