ESSIE Seminar

Date/Time

02/10/2020
3:45 pm-5:30 pm
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Location

Reitz Union, Room 2365
655 Reitz Union Drive
Gainesville, FL 32611

Details

Patricia Mokhtarian, Ph.D.
Susan G. and Christopher D. Pappas Professor & Group Coordinator Georgia Institute of Technology

Pursuing the “Impossible” Dream: INCORPORATING ATTITUDES INTO REGIONAL TRANSPORTATION MODELS

Unprecedented changes are underway in transportation, and it has never been more vital to understand and predict the behavioral impacts of these changes. However, our ability to do so is severely hampered by the absence from our models of a major class of variables that has been repeatedly demonstrated to be vital to nearly every decision individuals make — specifically, attitudes (including opinions, feelings, preferences, perceptions, and personality). The barriers to including attitudes are non-trivial, but we believe they are not insurmountable. This talk presents some early results of using machine learning methods to transfer attitudinal variables from a specialized, research-oriented survey sample (“donor”) into the 2017 National Household Travel Survey (Georgia subsample) dataset (“recipient”). As a measure of internal validation, we show the correlations between the observed and predicted attitudes for the donor sample. To assess external validity, we incorporate the predicted attitudes as explanatory variables in a model of ridehailing frequency using the recipient sample. We compare the performance of the model with and without the predicted attitudes, demonstrating their added value.

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Food will be served

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