Just thinking of ideas for my 3rd year dissertation, what I'm looking at is accessibility to York railway station by public transport, and ways to encourage greater public transport use and lessen the use of private cars. Anyone who has done a transport related degree, what was the title/basis of your dissertation?
Only just seen this, sorry.
I don't have experience of a comparable transport study, but some of the key principles apply across markets, and I might be able to help there.
Most studies are either analyses of existing users/consumers current habits(eg how often do you come here, where from, how much do you spend, what would make you come more often?), or the barriers to their use/consumption (eg how easy was your travel, how easy to pay, did you need childcare, did you need better access, did you see signs to any competing supply?).
What makes a truly outstanding analysis is a survey of people who do NOT use/consume the product/service but who could. This involves much more care in selecting interviewees - you need to determine that they really are in the target group, and that there are NO barriers to their use/consumption of the product/service.
Then, you need to probe carefully to find out why don't and wouldn't use the facility/product.
This give a much deeper understanding into the success of new markets or the uptake of new services.
In your example, you wouldn't want to publish results which only showed what would assist people who already use York station and its facilities; you'd want to get at those who currently COULD use it but, for whatever reasons, don't.
Hope that makes sense!
I wonder, will the City's Licensing of taxis come into your analysis?