Abstract
Underreporting presents a problem to transportation planning and modelling. This paper focuses on the design and analysis of a one-week shopping survey and its comparison with an existing one-day travel survey. We test specifically for trip rates and mode choice. We find that the one-week shopping survey, with very disaggregated shopping trip purposes (items), provides more accurate results concerning underreporting of shopping trips. This has implications for policymaking and should be addressed in the following travel surveys by considering at least the more frequent purchases as trip purposes and/or surveying the respondents for one week.
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