Given that the modal shares for specific trip purposes and user segments are dominated
by the car, and the focus of this study is on service levels of taxis, we have to ensure that all
modes are studied with a sufficiently large sample to identify the key factors that influence
the choices made by individual travellers, be they travelling by themselves or in a group.
We are as much interested in non-users, as we are in users of taxis, since their non-use may
be a consequence of the cost and service levels offered by taxis. To understand user
preferences for taxis in contrast to preferences for car, and public transport modes
(including hire cars) and walking, we have to gather data from a sample of individuals who
have recently experienced using one or more of the available modes of transport for a
specific trip purpose. It is important to note that such trips need not necessarily have been
undertaken via a taxi, but that the sampled trips potentially could have used a taxi for
access, main linehaul or egress legs of travel. As such, the sample must include individuals
from the main user segments that taxis service, such as corporate users, tourists (both
international and domestic visitors), and locals undertaking social outings. Furthermore,
the role that taxis may play in each segment could be influenced by the timing of the trip
(e.g., evenings) and the specific destination (e.g., an airport or nightclub).