Market area analysis : a framework for site impact forecasting

This research attempted to estimate the magnitude of traffic generated by a new development focusing on developing a market area analysis as the basis for a Traffic Impact Analysis report. The effort consisted of focusing on the concept of market area analysis in determining the magnitude of trip generated by a new development. Market analysis was explored for use in estimating both new and pass-by trips.

For this research Weigel's convenience stores were used as a case study. Multiple regression models were developed using data collected for Weigel's convenience stores in Knox County. The models looked at the following variables, adjacent street traffic, density of dwelling units and competition, and determine which ones are statistically significant.

Data needed for this research included volume counts on the adjacent streets and the driveways of each convenience store. In addition, the Geographical Information System was used to collect information on the market area of each store and the number of dwelling units that reside within that area. Finally, a questionnaire was prepared to collect information about the trip type and trip purpose made by patrons of convenience stores.