Abstract
This study develops and applies a heuristic stratification procedure to the exploration of variation in tastes in tripmakers' choice of travel mode. The stratification procedure systematically identifies a set of socioeconomic subgroups that effectively accounts for the variation. Empirical results indicate that a limited number of socioeconomic variables are associated with the taste variation, that the entire sample can be stratified into a few socioeconomic subgroups with distinctive tastes, and that choice models can be relevantly specified for respective subgroups using exclusively level-of-service variables of travel modes as the nodel's independent variables.
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