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achieving a given aggregate elasticities application associated assumption Attitude Measurement ATTITUDE-BEHAVIOR MODELS Attitudinal Models attitudinal variables behavior belief scores bus modes BUS-SERVICE choice alternative CHOICES PREDICTED CORRECTLY coefficients component of attitude conceptualization correlations data matrix definition of objective definitions of attitude design process determined deterministic component eigenvalues Equation evaluative explanatory variables factor loadings Figure Fishbein l965 importance individual latent factors likelihood function LOGIT CHOICE MODEL market research means of travelling measures of effectiveness modal choice Motors Corporation multidimensional multidimensional scaling Municipality of Ottawa-Carleton Neufville and Stafford non-metric model object or action objective functions Osgood OUT-OF-POCKET COST overall attitudes overall preference overall utility perceived PERCENT OF CHOICES planning and design potential predispositions to respond probability of choosing public systems planning public transit ratio ratio scale Regional Municipality regression approaches scaling techniques SEAT ASSURANCE Semantic Differential Sheth similar space subjective t-statistics traditional design TRAFFIC CONGESTION unidimensional urban transportation planning