Pulsar Advertising Southeastern Institute of Research 1 Customer Satisfaction Study Wave II April 2008 Southeastern Institute of Research Part of Pulsar Advertising Contract Team Draft #1

Pulsar Advertising Southeastern Institute of Research 2 Objectives & Methodology

Pulsar Advertising Southeastern Institute of Research 3 Objectives This research is designed to track and monitor the perceptions and responses of Virginia residents in regard to VDOT. Specific objectives include: –Monitor residents’ expectations and perceptions of VDOT on critical issues across all areas of Virginia –Provide guidance for VDOT’s outreach communications program across the state –Monitor perceptions of VDOT across the state –Monitor changes in perceptions over time –Provide data on resident satisfaction with VDOT that is reported regularly in the VDOT Dashboard

Pulsar Advertising Southeastern Institute of Research 4 Methodology Random telephone survey conducted across Virginia Designed to track key measures of contact, familiarity, satisfaction, and trust of VDOT –Survey includes “diagnostic” questions to understand the nature of the contact Interviews conducted with 1,800 residents of the Commonwealth –Sample of 200 in each of VDOT’s nine Districts Wave II Interviews were conducted January/February 2008 –Wave I interviews were conducted in May 2007 – one year after the previous wave of the Omnibus The next wave of this research is scheduled to be conducted in June

Pulsar Advertising Southeastern Institute of Research 5 Methodology By design, each of VDOT’s nine Districts is equally represented in the sample. In terms of population, this causes some Districts to be over-represented and some to be under-represented. This means that the sample is not representative of Virginia’s population distribution. To correct for this inaccuracy, the data have been weighted. Weighting is a standard statistical procedure that allows for the correction of distributions in the sample drawn to approximate those of the population from which it is drawn. In this report, weighted data are used for the “total” sample. When results are reported for each District, unweighted data are utilized. The weighting rationale is outlined on the following slide.

Pulsar Advertising Southeastern Institute of Research 6 Methodology District Actual proportion of Virginia population Designed proportion of sample Weighted proportion of sample Bristol5%11.1%5% Hampton Roads23%11.1%23% Richmond15%11.1%15% Northern Virginia 26%11.1%26% Lynchburg5%11.1%5% Salem9%11.1%9% Staunton7%11.1%7% Fredericksburg5%11.1%5% Culpeper5%11.1%5% Note: In order to make appropriate comparisons with 2006 data, the “total” sample reported for 2006 has also been weighted. Weighting Rational for 2007 and 2008 Samples

Pulsar Advertising Southeastern Institute of Research 7 Methodology For some measures in this study, comparable data are available from In those instances, the results from the three waves of data are compared statistically to determine if there is statistical evidence that there is a difference over the three years – and, thus, that the difference is not due to chance. A red asterisk (*) is used to indicate that the difference between 2008 and 2007 is statistically significant. A red carrot (^) is used to indicate that the difference between 2007 and 2006 is statistically significant. All significance testing is conducted using a 95% level of confidence.

Pulsar Advertising Southeastern Institute of Research 8 Detailed Findings

Pulsar Advertising Southeastern Institute of Research 9 Detailed Findings Outline of Presentation Monitoring VDOT Performance Satisfaction with VDOT: Overall Measures of Performance Satisfaction with VDOT: Functional Areas Contact with VDOT 511 Virginia

Pulsar Advertising Southeastern Institute of Research 10 Monitoring VDOT Performance

Pulsar Advertising Southeastern Institute of Research 11 Monitoring VDOT’s Progress Awareness (Contact with VDOT) Familiarity Favorability (Satisfaction) Trust In previous waves of the Omnibus study, the research measured growth of awareness, familiarity, favorability, and trust of VDOT. The 2007 and 2008 studies – reported in this document – continue to monitor VDOT’s performance on these key measures.

Pulsar Advertising Southeastern Institute of Research 12 Even Though a Slight Drop in the Level of Contact Is Reported in this Wave, Most Residents of Virginia Report that They Have Had Some Form of Contact with VDOT Over the Past Year Q15: Tell me, in which of the following ways have you come into contact with VDOT during the past year? * 2008 differs significantly from 2007 at a 95% confidence level ^ 2007 differs significantly from 2006 at a 95% confidence level * Data weighted to be representative of Virginia population. ^

Pulsar Advertising Southeastern Institute of Research 13 About Half of the Residents of Virginia Are Familiar with VDOT and the Work It Does Q5: Overall, how familiar would you say you are with VDOT and the work it does? About half (47%) say that they are familiar with VDOT. 18% are not familiar with VDOT and its work. Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 14 Familiarity with VDOT Has Remained Stable over the Past Few Years Q5: Overall, how familiar would you say you are with VDOT and the work it does? Data weighted to be representative of Virginia population. 47% in % in % in 2008

Pulsar Advertising Southeastern Institute of Research 15 The Highest Level of Familiarity Is Posted for Bristol, at 58%; The Lowest Level Is Reported at 41% in Fredericksburg 58% 47% 46% Q5: Overall, how familiar would you say you are with VDOT and the work it does? 54% 48% 46% 44% 43% 41%

Pulsar Advertising Southeastern Institute of Research 16 Familiarity Has Not Changed Significantly Across Any of the Districts NOTE: Percentages indicate those rating their familiarity a “4” or a “5.” Q5: Overall, how familiar would you say you are with VDOT and the work it does? Although familiarity may be increasing in Bristol and decreasing in Lynchburg.

Pulsar Advertising Southeastern Institute of Research 17 Nearly Half of Virginians Are Satisfied with VDOT Q6: Thinking about VDOT overall, how satisfied are you with VDOT overall? Data weighted to be representative of Virginia population. 44%

Pulsar Advertising Southeastern Institute of Research 18 After Improving from 2006 to 2007, Satisfaction with VDOT Has Remained Steady Over the Past Year Q6: Thinking about VDOT overall, how satisfied are you with VDOT overall? 39% in 2006 vs. 47% in 2007 – a statistically significant increase. Satisfaction remained constant from 2007 to Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 19 Satisfaction Runs from a High of 66% in Lynchburg to a Low of 33% in Hampton Roads 66% 59% 48% 47% 33% 54% 39% Q6: Thinking about VDOT overall, how satisfied are you with VDOT overall?

Pulsar Advertising Southeastern Institute of Research 20 Satisfaction with VDOT Has Increased Significantly in Fredericksburg; It Has Decreased Significantly in Staunton NOTE: Percentages indicate those rating their overall satisfaction a “4” or a “5.” Q6: Thinking about VDOT overall, how satisfied are you with VDOT overall? * 2008 differs significantly from 2007 at a 95% confidence level ^ 2007 differs significantly from 2006 at a 95% confidence level ^ ^ ^ * *

Pulsar Advertising Southeastern Institute of Research 21 45% of Virginians Say That They Trust VDOT to Do the “Right Thing” for the People of Virginia Q5a: To what extent do you trust VDOT to do the right thing for the people of Virginia in regard to managing the state’s road and highway system? 45% Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 22 Following an Increase in 2007, Trust in VDOT Has Remained Stable over the Past Year Q5a: To what extent do you trust VDOT to do the right thing for the people of Virginia in regard to managing the state’s road and highway system? Trust increased from 37% in 2006 to 44% in 2007 – a statistically significant increase. Trust remained constant from 2007 to Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 23 Satisfaction Plays an Important Role in the Development of Trust Q5a: To what extent do you trust VDOT to do the right thing for the people of Virginia in regard to managing the state’s road and highway system? 83% “Satisfied” rated their overall satisfaction with VDOT “4” or “5” on a 1- 5 scale. “Not Satisfied” rated it “1,” “2,” or “3.” 14% 83% of those who are satisfied with VDOT overall also trust VDOT. In contrast, only 14% of those who are not satisfied trust VDOT. This is consistent with 2007 when 80% of those satisfied also trusted VDOT vs. only 13% of those not satisfied.

Pulsar Advertising Southeastern Institute of Research 24 Trust Is Highest in Lynchburg (64%) and Lowest in Hampton Roads (34%) 64% 48% 34% 51% 54% 51% 44% 53% 42% Q5a: To what extent do you trust VDOT to do the right thing for the people of Virginia in regard to managing the state’s road and highway system?

Pulsar Advertising Southeastern Institute of Research 25 No Significant Improvements in Trust Are Posted for Any of the Districts over the Past Year NOTE: Percentages indicate those rating their trust a “4” or a “5.” Q5a: To what extent do you trust VDOT to do the right thing for the people of Virginia in regard to managing the state’s road and highway system? ^ 2007 differs significantly from 2006 at a 95% confidence level ^ ^ ^ ^

Pulsar Advertising Southeastern Institute of Research 26 Monitoring VDOT’s Progress Awareness (Contact with VDOT) 90%* Familiarity 47% Favorability (Satisfaction) 44% Trust 45% * Indicates a statistically significant decrease since 2007, at a 95% confidence level

Pulsar Advertising Southeastern Institute of Research 27 Conclusion & Implication Conclusion: While a decrease in contact with VDOT is posted in this wave of research, overall contact with VDOT remains high. About 9 out of 10 Virginia residents have had some form of contact with VDOT over the past year. Levels of familiarity, satisfaction and trust have not changed significantly this wave – although a few significant changes are posted for certain individual Districts. Implication: Through its far-reaching presence, VDOT continues to have considerable potential to influence perceptions of the organization. Continue to work to grow satisfaction and trust by taking advantage of every form of contact between VDOT and Virginia residents. Since overall levels of satisfaction and trust have not been declining in recent waves of the study, take advantage of this “positive” environment to grow overall imagery of VDOT.

Pulsar Advertising Southeastern Institute of Research 28 Satisfaction with VDOT: Overall Measures of Performance

Pulsar Advertising Southeastern Institute of Research 29 VDOT’s Most Favorable Satisfaction Ratings – Tier 1 – Tend to be for Physical and Material Components of the Roadways Rather than for Planning and Management Q4: How satisfied are you with VDOT in regard to: 67% 60% 58% 59% 50% 46% 45% 41% 32% 27% 26% Data weighted to be representative of Virginia population. Tier 1: Highest satifactaion ratings Tier 2: Moderate satisfaction ratings Tier 3: Lowest satisfaction ratings

Pulsar Advertising Southeastern Institute of Research 30 Q4: How satisfied are you with VDOT in regard to: Data weighted to be representative of Virginia population. NOTE: Percentages indicate those rating their satisfaction a “4” or a “5.” Satisfaction with Rest Areas and Welcome Centers Has Increased Significantly Since Last Year * * 2008 differs significantly from 2007 at a 95% confidence level Tier 1: Highest satifactaion ratings

Pulsar Advertising Southeastern Institute of Research 31 Q4: How satisfied are you with VDOT in regard to: Data weighted to be representative of Virginia population. NOTE: Percentages indicate those rating their satisfaction a “4” or a “5.” Satisfaction Levels of These Tier 2 Attributes Have Not Changed Since the Last Wave Tier 2: Moderate satisfaction ratings NA

Pulsar Advertising Southeastern Institute of Research 32 Q4: How satisfied are you with VDOT in regard to: Data weighted to be representative of Virginia population. NOTE: Percentages indicate those rating their satisfaction a “4” or a “5.” No Significant Changes Are Posted for Tier 3 Attributes Tier 3: Lowest satisfaction ratings

Pulsar Advertising Southeastern Institute of Research 33 Rest Areas and Welcome Centers Rest Areas and Welcome Centers Earn Higher Levels of Satisfaction in Bristol, Lynchburg, Fredericksburg, Hampton Roads and Richmond Q4h: How satisfied are you with VDOT in regard to the rest areas and welcome centers along the roads and highways in Virginia? 75% 74% 72% 63% 62% 70% 71% 62%

Pulsar Advertising Southeastern Institute of Research 34 Rest Areas and Welcome Centers Improvement for the Statewide Rating of Rest Areas and Welcome Centers Is Driven by Significant Improvements among Residents in Fredericksburg and Hampton Roads NOTE: Percentages indicate those rating their satisfaction a “4” or a “5.” Q4h: How satisfied are you with VDOT in regard to the rest areas and welcome centers along the roads and highways in Virginia? * * * 2008 differs significantly from 2007 at a 95% confidence level

Pulsar Advertising Southeastern Institute of Research 35 Cleanliness of the Highways and Roadways Residents of Salem Post the Highest Levels of Satisfaction with Cleanliness of Highways and Roadways, Followed Closely by Staunton and Northern Virginia Q4j: How satisfied are you with VDOT in regard to overall cleanliness of highways and roadways in Virginia? 67% 64% 58% 57% 52% 58% 60% 54%

Pulsar Advertising Southeastern Institute of Research 36 Cleanliness of the Highways and Roadways Satisfaction with Rest Areas Has Decreased in Staunton over the Past Year NOTE: Percentages indicate those rating their satisfaction a “4” or a “5.” * * 2008 differs significantly from 2007 at a 95% confidence level There is a slight, but not significant, increase in Fredericksburg. Q4j: How satisfied are you with VDOT in regard to overall cleanliness of highways and roadways in Virginia?

Pulsar Advertising Southeastern Institute of Research 37 Signs and Pavement Markings Residents of Staunton, Lynchburg, and Salem Are Most Satisfied with Signs and Pavement Markings; Residents of Hampton Roads Are Least Satisfied Q4l: How satisfied are you with VDOT in regard to the signs and pavement markings on Virginia’s roads and highways? 73% 71% 70% 64% 59% 49% 67% 68% 54%

Pulsar Advertising Southeastern Institute of Research 38 Signs and Pavement Markings Satisfaction with Signs and Pavement Markings Has Remained Stable Over the Past Year in All Districts NOTE: Percentages indicate those rating their satisfaction a “4” or a “5.” Q4l: How satisfied are you with VDOT in regard to the signs and pavement markings on Virginia’s roads and highways?

Pulsar Advertising Southeastern Institute of Research 39 Roadside Appearance Residents of Staunton and Salem Tend to Be Most Satisfied with Roadside Appearance Q4k: How satisfied are you with VDOT in regard to the appearance of the roadside along roads and highways in Virginia? 68% 65% 60% 58% 57% 52% 58% 59% 57%

Pulsar Advertising Southeastern Institute of Research 40 Roadside Appearance Satisfaction with Roadside Appearance Has Remained Stable Over the Past Year in All Districts NOTE: Percentages indicate those rating their satisfaction a “4” or a “5.” Q4k: How satisfied are you with VDOT in regard to the appearance of the roadside along roads and highways in Virginia?

Pulsar Advertising Southeastern Institute of Research 41 Safety of the Roads and Highways Residents of Lynchburg and Bristol Post the Most Favorable Satisfaction Scores for Safety Q4m: How satisfied are you with VDOT in regard to the safety of Virginia’s roads and highways? 63% 61% 55% 53% 51% 44% 54% 55% 45%

Pulsar Advertising Southeastern Institute of Research 42 Safety of the Roads and Highways Satisfaction with Road and Highway Safety Has Decreased in Staunton and Northern Virginia and Increased in Fredericksburg NOTE: Percentages indicate those rating their satisfaction a “4” or a “5.” Q4m: How satisfied are you with VDOT in regard to the safety of Virginia’s roads and highways? * * 2008 differs significantly from 2007 at a 95% confidence level * *

Pulsar Advertising Southeastern Institute of Research 43 Communications The Highest Levels of Satisfaction with Communications Are Posted for Lynchburg and Salem; The Lowest Are Hampton Roads and Culpeper Q4f: How satisfied are you with VDOT in regard to communicating to you, that is – keeping you informed about transportation changes that impact you? 57% 54% 51% 46% 45% 40% 47% 49% 41%

Pulsar Advertising Southeastern Institute of Research 44 Communications Satisfaction with VDOT Communications Has Not Changed Significantly in Any of The Districts Since Last Year NOTE: Percentages indicate those rating their satisfaction a “4” or a “5.” Q4f: How satisfied are you with VDOT in regard to: Communicating to you, that is – keeping you informed about transportation changes that impact you? ^ 2007 differs significantly from 2006 at a 95% confidence level ^ But, notice that satisfaction in Northern Virginia has bounced back this wave after a slight drop last wave.

Pulsar Advertising Southeastern Institute of Research 45 Traffic Management and Incident Response VDOT’s Highest Level of Satisfaction with Traffic Management and Incident Response Is Posted for Salem; The Lowest Level Is in Northern Virginia Q4c: How satisfied are you with VDOT in regard to traffic management and incident response, including such things as signal timing, placement of road signs and clearing accidents and roadway obstructions? 64% 59% 57% 46% 44% 32% 48% 54% 39%

Pulsar Advertising Southeastern Institute of Research 46 Traffic Management and Incident Response There Have Been No Significant Changes in any Districts over the Past Couple of Years in Regard to Satisfaction with Incident Response NOTE: Percentages indicate those rating their satisfaction a “4” or a “5.” Q4c: How satisfied are you with VDOT in regard to: Traffic management and incident response, including such things as signal timing, placement of road signs and clearing accidents and roadway obstructions? There has been a slight, but not significant, drop in satisfaction in Bristol since the last wave of research. Hampton Roads has increased slightly, but not significantly.

Pulsar Advertising Southeastern Institute of Research 47 Quality of the Ride The Highest Levels of Satisfaction with Quality of the Ride Are Posted for Salem and Lynchburg; The Lowest Is in Hampton Roads Q4g: How satisfied are you with VDOT in regard to overall quality of the ride experienced on the roads and highways of Virginia? 64% 60% 43% 42% 32% 57% 58% 41%

Pulsar Advertising Southeastern Institute of Research 48 Quality of the Ride Levels of Satisfaction with Quality of the Ride on Virginia Highways and Roads Is Comparable to Last Year In All Districts NOTE: Percentages indicate those rating their satisfaction a “4” or a “5.” Q4g: How satisfied are you with VDOT in regard to overall quality of the ride experienced on the roads and highways of Virginia?

Pulsar Advertising Southeastern Institute of Research 49 Maintenance and Construction of Bridges The Highest Level of Satisfaction with Bridges Is Reported for Lynchburg, In Contrast to Hampton Roads which Has the Lowest Satisfaction Level Q4i: How satisfied are you with VDOT in regard to maintenance and construction of bridges in Virginia? 55% 49% 47% 43% 40% 31% 46% 39%

Pulsar Advertising Southeastern Institute of Research 50 Maintenance and Construction of Bridges Satisfaction with Bridge Maintenance and Construction Has Decreased in Several Districts, Although It Has Increased in Fredericksburg NOTE: Percentages indicate those rating their satisfaction a “4” or a “5.” Q4i: How satisfied are you with VDOT in regard to maintenance and construction of bridges in Virginia? * 2008 differs significantly from 2007 at a 95% confidence level * * * Note the decreases in Staunton and Salem are statistically significant; and, the increase in Fredericksburg is statistically significant.

Pulsar Advertising Southeastern Institute of Research 51 Responsiveness to Citizens’ Needs Lynchburg Residents Are More Likely than Residents in Other Districts to Be Satisfied with VDOT’s Responsiveness to their Needs and Preferences Q4e: How satisfied are you with VDOT in regard to being responsive to the needs and preferences of the citizens of Virginia? 53% 45% 44% 33% 32% 21% 37% 43% 29%

Pulsar Advertising Southeastern Institute of Research 52 Responsiveness to Citizens’ Needs Satisfaction with VDOT’s Responsiveness Has Increased Significantly in Fredericksburg and Decreased Significantly in Bristol NOTE: Percentages indicate those rating their satisfaction a “4” or a “5.” Q4e: How satisfied are you with VDOT in regard to: Being responsive to the needs and preferences of the citizens of Virginia? * * 2008 differs significantly from 2007 at a 95% confidence level ^ 2007 differs significantly from 2007 at a 95% confidence level ^ ^ * The drop in satisfaction in Richmond reported in 2007 continues into 2008.

Pulsar Advertising Southeastern Institute of Research 53 Maintenance and Construction of the Roadways & Highways Satisfaction with Maintenance and Construction of Roadways and Highways Is Fairly Low in All Districts, Especially Hampton Roads Q4b: How satisfied are you with VDOT in regard to maintenance and construction of the roadways and highways across Virginia, including ensuring quality design and completion of projects on time and on budget? 39% 38% 36% 30% 26% 15% 31% 35% 22%

Pulsar Advertising Southeastern Institute of Research 54 Maintenance and Construction of the Roadways & Highways No Significant Changes Are Posted This Wave for Any of the Districts in Regard to Maintenance and Construction of Roadways and Highways NOTE: Percentages indicate those rating their satisfaction a “4” or a “5.” Q4b: How satisfied are you with VDOT in regard to: Maintenance and construction of the roadways and highways across Virginia, including ensuring quality design and completion of projects on time and on budget? ^ 2007 differs significantly from 2006 at a 95% confidence level ^ ^ The drop in satisfaction in Lynchburg reported in 2007 continues into 2008.

Pulsar Advertising Southeastern Institute of Research 55 Planning for Future Needs Highest Levels of Satisfaction for VDOT for Working with Communities to Plan for the Future Are Posted for the More Rural, Less Densely Populated Areas: Lynchburg and Bristol Q4a: How satisfied are you with VDOT in regard to working with communities, stakeholders and businesses to plan for Virginia’s future transportation needs? 45% 42% 33% 27% 25% 17% 30% 32% 22%

Pulsar Advertising Southeastern Institute of Research 56 Planning for Future Needs No Significant Changes Are Posted from 2007 to 2008 for Any of the Districts in Regard to “Planning for Future Needs” NOTE: Percentages indicate those rating their satisfaction a “4” or a “5.” Q4a: How satisfied are you with VDOT in regard to: Working with communities, stakeholders, and businesses to plan for Virginia’s future transportation needs? ^ 2007 differs significantly from 2006 at a 95% confidence level ^ The drop in satisfaction in Staunton reported in 2007 continues into 2008.

Pulsar Advertising Southeastern Institute of Research 57 Management of Public Funds The Highest Levels of Satisfaction with VDOT’s Management of Public Funds Are Posted for Bristol, Lynchburg, Salem, and Staunton; Satisfaction Is Lowest in Hampton Roads Q4d: How satisfied are you with VDOT in regard to management of public funds in regard to the road and highway system in Virginia? 42% 40% 34% 24% 23% 18% 27% 33% 23%

Pulsar Advertising Southeastern Institute of Research 58 Management of Public Funds Satisfaction with Management of Public Funds Has Remained Fairly Stable Since the Last Wave of this Research with the Exception of Fredericksburg Which Posts a Statistically Significant Improvement NOTE: Percentages indicate those rating their satisfaction a “4” or a “5.” Q4d: How satisfied are you with VDOT in regard to: Management of public funds in regard to the road and highway system in Virginia? * 2008 differs significantly from 2007 at a 95% confidence level *

Pulsar Advertising Southeastern Institute of Research 59 Conclusion & Implication Conclusion: VDOT continues to perform most favorably on measures of physical attributes and conditions of the roadways. In fact, the only significant improvement posted statewide among the overall measures is for one of these “physical” attributes: satisfaction with rest areas and welcome centers. But, no statewide losses are posted this wave on any of the overall measures. Implication: Take advantage of the current generally stable environment – that is, no overall decreases in satisfaction – to improve VDOT’s performance on measures that do not monitor physical attributes and road conditions. Recognize that these attributes – such as those related to planning, responsiveness and management of public funds – are often as much a function of perceptions as actual experience. These perceptions can be improved through communications. Use communications to transform this period of stability into one of growth.

Pulsar Advertising Southeastern Institute of Research 60 Conclusion & Implication Conclusion: Satisfaction ratings for VDOT continue to vary across Districts. Some differences – sometimes positive, sometimes negative – are posted for individual Districts. For example, satisfaction with VDOT communications in Northern Virginia has bounced back this wave after falling slightly in But, satisfaction with communication continues to be down in Culpeper. Satisfaction with construction and maintenance of bridges is down this wave in Staunton and Salem, but it is up in Fredericksburg. Implication: There will be changes in satisfaction scores from wave to wave. The value of this tracking study is that it will allow us to monitor changes over time so that a change that is reported in only one wave may not be as meaningful as a change – either positive or negative – that continues for several waves. Examine the data for each wave carefully and try to understand changes posted for one wave within the context of that District. But, do not assume that a change reported in only one wave is indicative of either “problems” or “successes.”

Pulsar Advertising Southeastern Institute of Research 61 Satisfaction With VDOT: Functional Areas

Pulsar Advertising Southeastern Institute of Research 62 Communications In Regard to Communications, VDOT Is Rated Most Favorably for Accuracy and Least Favorably for Amount of Information Q7: Next, let’s think about some specific aspects of VDOT communications and the information provided by VDOT. Again, please tell me how satisfied you are with VDOT in regard to: 48% 46% 39% 41% Data weighted to be representative of Virginia population. 30%

Pulsar Advertising Southeastern Institute of Research 63 Communications Satisfaction with Usefulness of Information Has Increased Significantly Since Last Wave Q7: Next, let’s think about some specific aspects of VDOT communications and the information provided by VDOT. Again, please tell me how satisfied you are with VDOT in regard to: Data weighted to be representative of Virginia population. * 2008 differs significantly from 2007 at a 95% confidence level *

Pulsar Advertising Southeastern Institute of Research 64 Slightly More than a Third Say They Have Received Sufficient Information from VDOT Q15a: Think about the amount of information you have received from VDOT about transportation, planning, construction, and traffic related issues. Would you say that you have received: Data weighted to be representative of Virginia population. 39% 68% of those not satisfied with the amount of information they have received from VDOT have not received enough information to meet their needs.

Pulsar Advertising Southeastern Institute of Research 65 Maintenance Residents Are Equally Likely to Be Satisfied with VDOT’s Regular Maintenance of the Roadways and Its Response to Unexpected Maintenance Needs Q8: Overall, how satisfied are you with: 41% 40% Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 66 Maintenance While Satisfaction with “Regular” Maintenance Has Remained Stable Since the Last Wave of the Study, Satisfaction with Meeting Unexpected Maintenance Needs Has Increased Significantly Data weighted to be representative of Virginia population. Q8: Overall, how satisfied are you with: * 2008 differs significantly from 2007 at a 95% confidence level * Note: Wording for these questions changed slightly in Thus, differences between 2007 and 2008 may be due to changes in the questionnaire rather than actual changes in ratings.

Pulsar Advertising Southeastern Institute of Research 67 Quality of the Ride On Measures of the Quality of the Ride, the Highest Level of Satisfaction Is Posted for “Smoothness of Ride” But, Other Measures of Quality of Ride Have Lower Levels of Satisfaction Q9: Now, think about the quality of the ride experienced on Virginia roads and highways. How satisfied are you with: 49% 35% 30% 35% Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 68 Data weighted to be representative of Virginia population. Quality of the Ride Satisfaction with Day-to-Day Flow of Traffic Has Increased Significantly Since the Last Wave of Research Q9: Now, think about the quality of the ride experienced on Virginia roads and highways. How satisfied are you with: * 2008 differs significantly from 2007 at a 95% confidence level *

Pulsar Advertising Southeastern Institute of Research 69 Emergency Response The Highest Levels of Satisfaction with VDOT in Regard to Emergency Response Are Posted for Being Prepared for Inclement Weather and Snow Removal; Satisfaction Is Somewhat Lower for Management of Traffic during Incident Response Q10: Based on your experience and perceptions, how satisfied are you with VDOT in regard to: 61% 56% 45% 41% 52% Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 70 Data weighted to be representative of Virginia population. Emergency Response Significant Improvements in Regard to Emergency Response Are Posted for Two Measures: Timely Response to Traffic Incidents and Ability to Resolve Traffic Incidents Q10: Based on your experience and perceptions, how satisfied are you with VDOT in regard to: * 2008 differs significantly from 2007 at a 95% confidence level * *

Pulsar Advertising Southeastern Institute of Research 71 Signage and Pavement Markings Readability and Visibility of Signs Receive the Highest Marks for “Signage and Pavement Markings” Attributes, While Lighting Receives the Lowest Rating Q11: Think now about signage and pavement markings on Virginia roadways and highways. How satisfied are you with: 72% 65% 63% 56% 64% 72% 62% Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 72 Data weighted to be representative of Virginia population. Signage and Pavement Markings Satisfaction with Signage and Pavement Markings Has Remained Steady Since Last Year Q11: Think now about signage and pavement markings on Virginia roadways and highways. How satisfied are you with:

Pulsar Advertising Southeastern Institute of Research 73 Rest Areas & Welcome Centers Satisfaction with Rest Areas & Welcome Centers Is Highest for “Signs Indicating Locations” and Lowest for “Number Available” Q12: What about the rest areas and welcome centers on Virginia roads and highways? How satisfied are you with the rest areas and welcome centers in regard to: 77% 64% 60% 53% 63% 68% 57% Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 74 Data weighted to be representative of Virginia population. Rest Areas & Welcome Centers Significant Improvements Are Posted this Wave for the Condition and Safety of Rest Areas and Welcome Centers and the Number Available Q12: What about the rest areas and welcome centers on Virginia roads and highways? How satisfied are you with the rest areas and welcome centers in regard to: * * 2008 differs significantly from 2007 at a 95% confidence level * *

Pulsar Advertising Southeastern Institute of Research 75 Roadside Appearance In Regard to Litter Removal, Residents Are Most Happy with the Appearance of Plants, Grasses, and Flowers and Least Happy with the Appearance of Construction Sites Q13: How satisfied are you with: 68% 53% 49% 61% Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 76 Data weighted to be representative of Virginia population. Roadside Appearance Significant Improvements Are Posted this Wave for Frequency of Mowing and Appearance of Construction Sites Q12: What about the rest areas and welcome centers on Virginia roads and highways? How satisfied are you with the rest areas and welcome centers in regard to: * 2008 differs significantly from 2007 at a 95% confidence level * *

Pulsar Advertising Southeastern Institute of Research 77 Management of Public Funds Satisfaction Levels for Measures of Budget Management Are Fairly Low, Ranging from 23% for “Completing Projects on Budget” to 32% for “Building Projects that Are Solutions to Community Needs” Q14: Overall, how satisfied are you with VDOT in regard to: 32% 31% 23% 25% Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 78 Data weighted to be representative of Virginia population. Management of Public Funds Although the Level of Satisfaction Is Still Quite Low for “Completing Projects on Time,” A Statistically Significant Increase Is Posted for this Wave Q14: Overall, how satisfied are you with VDOT in regard to: * 2008 differs significantly from 2007 at a 95% confidence level *

Pulsar Advertising Southeastern Institute of Research 79 Trust of VDOT Overall satisfaction with VDOT Communications Traffic man. & incident response Planning with communities Responsive to needs of citizens Quality of ride Management of public funds Safety of roadways Maintenance & construction Accuracy Usefulness Timeliness Ease of obtaining Amount Regular maint. Unexpected maint. Bridge maint. Driving Satisfaction & Trust: The Derived Model

Pulsar Advertising Southeastern Institute of Research 80 Trust of VDOT Overall satisfaction with VDOT Communications Traffic man. & incident response Planning with communities Responsive to needs of citizens Quality of ride Management of public funds Safety of roadways Maintenance & construction Accuracy Usefulness (42% → 46%) Timeliness Ease of obtaining Amount Regular maint. Unexpected maint. (36% → 40%) Bridge maint. Driving Satisfaction & Trust: The Derived Model

Pulsar Advertising Southeastern Institute of Research 81 Contact with VDOT

Pulsar Advertising Southeastern Institute of Research 82 As Noted Earlier, Although the Level of Contact Has Decreased this Wave, Nearly All Virginians Have Some Form of Contact with VDOT Q15: Tell me, in which of the following ways have you come into contact with VDOT during the past year? * 2008 differs significantly from 2007 at a 95% confidence level ^ 2007 differs significantly from 2006 at a 95% confidence level * Data weighted to be representative of Virginia population. ^

Pulsar Advertising Southeastern Institute of Research 83 Significant Decreases in Contact Are Posted for Lynchburg, Hampton Roads, Culpeper, Northern Virginia, Fredericksburg, and Richmond About 9 of 10 residents have had some form of contact with VDOT over the past year – regardless of the District in which they live. Q15: Tell me, in which of the following ways have you come into contact with VDOT during the past year? * 2007 differs significantly from 2006 at a 95% confidence level ** ^ * * ^ * *

Pulsar Advertising Southeastern Institute of Research 84 Just As Reported in the Past, Virginia Residents Tend Not to Initiate Contact with VDOT Q15: Now, lets talk about any contact you might have had with VDOT in the past year. Tell me, in which of the following ways have you come into contact with VDOT during the past year? Contact via Electronic Message Boards is significantly lower than the 2007 level of 75%. No other differences are significant at the 95% confidence level. 11% have called 511; and, 8% have accessed 511 online Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 85 Districts Vary Slightly in the Type of Contact Residents Have with VDOT Residents of Hampton Roads are less likely than the other Districts, specifically Bristol, Lynchburg, and Staunton, to have called a VDOT office. Salem residents are more likely to have called 511 than other Districts, especially Lynchburg and Culpeper. Residents of Bristol are more likely to have visited a VDOT office than other Districts, especially Richmond and Hampton Roads. Northern Virginia residents are most likely to have searched the VDOT Web site, and Bristol residents are least likely. Northern Virginia residents are also the most likely to receive mail from VDOT. Residents in Bristol are more likely than other Districts, especially Staunton, to have attended a public meeting. Residents in Northern Virginia and Hampton Roads are more likely than other Districts, especially Lynchburg, to have encountered electronic message boards on the highways. Lynchburg residents are less likely than others, especially Salem and Hampton Roads, to have visited a rest area.

Pulsar Advertising Southeastern Institute of Research 86 Conclusion & Implication Conclusion: Although nearly all Virginians have some form of contact with VDOT, level of contact has decreased this wave. Decreases are posted for six of VDOT’s nine Districts. Implication: Although a decrease in contact with VDOT is posted this wave, this decrease may not be meaningful or indicative of problems. It may simply reflect a normal “settling” of the data or may reflect a seasonal difference. Since previous waves of this study have not been conducted on a regular schedule, it is not yet possible to identify seasonal differences. As the study is conducted at regular intervals in the future, it will be possible to examine the data for seasonal differences.

Pulsar Advertising Southeastern Institute of Research Virginia

Pulsar Advertising Southeastern Institute of Research 88 Unaided Awareness of 511 Virginia Telephone Is 18%; It Is 12% for the Web Site Q20: Now, think about the various sources of information about transportation and traffic available to the public. What sources of travel and transportation have you heard of? Combined, total unaided awareness of 511 Virginia is 26%. Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 89 Data weighted to be representative of Virginia population. Unaided Awareness of Transportation Information Sources Is Up This Wave Across the Board Q20: Now, think about the various sources of information about transportation and traffic available to the public. What sources of travel and transportation have you heard of? All of these year-to-year changes are statistically significant at a 95% confidence level

Pulsar Advertising Southeastern Institute of Research 90 Data weighted to be representative of Virginia population. Unaided Awareness of These Sources Is Up As Well Q20: Now, think about the various sources of information about transportation and traffic available to the public. What sources of travel and transportation have you heard of? But, the proportions saying some “other” source of information and “don’t know” are down. All of these year-to-year changes are statistically significant at a 95% confidence level

Pulsar Advertising Southeastern Institute of Research 91 In Total, Nearly Half of Virginians Are Aware of 511 Virginia Q20: Now, think about the various sources of information about transportation and traffic available to the public. What sources of travel and transportation have you heard of? Q21: Prior to this interview, had you ever heard of or read about 511, 511 Virginia, or 511 Virginia.org? 44% are aware of 511 Virginia Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 92 Awareness of 511 Has Increased Over the Past Year Q20: Now, think about the various sources of information about transportation and traffic available to the public. What sources of travel and transportation have you heard of? Q21: Prior to this interview, had you ever heard of or read about 511, 511 Virginia, or 511 Virginia.org? Data weighted to be representative of Virginia population. All of these year-to-year changes are statistically significant at a 95% confidence level

Pulsar Advertising Southeastern Institute of Research 93 Nearly One-half or More of Residents of Salem, Bristol, Staunton, Hampton Roads, and Richmond Are Aware of 511 Virginia Q20: Now, think about the various sources of information about transportation and traffic available to the public. What sources of travel and transportation have you heard of? Q21: Prior to this interview, had you ever heard of or read about 511, 511 Virginia, or 511 Virginia.org? 56% 54% 51% 49% 47% 41% 37% 35% 33% About one-third of residents of Culpeper, Lynchburg, and Northern Virginia are aware of 511 Virginia.

Pulsar Advertising Southeastern Institute of Research 94 Awareness of 511 Virginia Has Increased Significantly in Salem, Bristol, and Fredericksburg; It Has Increased Directionally in Staunton, Hampton Roads, Culpeper, Lynchburg, and Northern Virginia Q20: Now, think about the various sources of information about transportation and traffic available to the public. What sources of travel and transportation have you heard of? Q21: Prior to this interview, had you ever heard of or read about 511, 511 Virginia, or 511 Virginia.org? * 2007 differs significantly from 2006 at a 95% confidence level * Proportions represent combined aided and unaided awareness. * *

Pulsar Advertising Southeastern Institute of Research 95 Radio or TV Reports Are Mentioned Most Often as the Tools Found Most Useful for Traffic Information Q22: Which of the following tools do you find most useful for providing you with traffic information to plan your routes when traveling? 3% said 511 telephone is most useful; and, 2% said the 511 Web site is most useful. Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 96 Usefulness of 511 Has Remained Fairly Stable Over the Past Year Q22: Which of the following tools do you find most useful for providing you with traffic information to plan your routes when traveling? Data weighted to be representative of Virginia population. ^ * ^ * 2008 differs significantly from 2007 at a 95% confidence level ^ 2007 differs significantly from 2006 at a 95% confidence level NA

Pulsar Advertising Southeastern Institute of Research 97 Familiarity with the Telephone Service Is Slightly Higher than That of the Web Site Telephone Web site Q23: Overall, how familiar are you with the 511 telephone service? Q24: Overall, how familiar are you with the 511 online service, sometimes called “511 Virginia” or “511 Virginia.org”? Data weighted to be representative of Virginia population. NOTE: Question asked of those who are aware of 511.

Pulsar Advertising Southeastern Institute of Research 98 Familiarity with 511 Virginia – Both Online and Telephone – Has Remained Fairly Stable Telephone Web site Q23: Overall, how familiar are you with the 511 telephone service? Q24: Overall, how familiar are you with the 511 online service, sometimes called “511 Virginia” or “511 Virginia.org”? Data weighted to be representative of Virginia population. * 2008 differs significantly from 2007 at a 95% confidence level. NOTE: Question asked of those who are aware of % 18% 9% 12%

Pulsar Advertising Southeastern Institute of Research 99 15% of Virginia Residents Have Used 511 Virginia Q25a: Have you ever called or logged onto 511 Virginia for traffic or traveler information? Data weighted to be representative of Virginia population. Telephone only7% Online only4% Both telephone 4% & online

Pulsar Advertising Southeastern Institute of Research 100 Use of 511 Virginia Is about the Same This Year as Last Q25a: Have you ever called or logged onto 511 Virginia for traffic or traveler information? Data weighted to be representative of Virginia population Telephone only 7% 7% Online only 3% 4% Both telephone 3% 4% & online

Pulsar Advertising Southeastern Institute of Research 101 Residents of Staunton, Salem and Hampton Roads Are Most Likely to Have Ever Called or Logged Onto 511 Virginia; Residents of Lynchburg Are Least Likely Q25a: Have you ever called or logged onto 511 Virginia for traffic or traveler information?

Pulsar Advertising Southeastern Institute of Research 102 A Significant Increase in Usage of 511 Virginia Is Posted for Salem; Usage of 511 Has Remained Fairly Constant in Other Districts Q25a: Have you ever called or logged onto 511 Virginia for traffic or traveler information? * 2008 differs significantly from 2007 at a 95% confidence level. * A directional, but not significant, increase in usage is posted for Northern Virginia.

Pulsar Advertising Southeastern Institute of Research 103 Just as Reported in the Past, Both Specific Media (e.g., Highway Sign) and Word of Mouth Prompt the Use of 511 Virginia Q25b: What prompted you to use 511? NOTE: Question asked of those who have used 511. Only most frequent mentions shown. Data weighted to be representative of Virginia population Highway sign26% Word of Mouth22% Advertisement13% Traffic12% Web Link10% Weather7% Trip planning3% Brochure3% VDOT Map3% Don’t know3%

Pulsar Advertising Southeastern Institute of Research 104 Motorists Are More Likely to Have Been Prompted to Use 511 Virginia by Highway Signs than They Have Been in the Past; and, Use of Other Media – Such as Advertising and Web Links – Seems to Be Growing as Well Highway sign11%26%* Word of Mouth14%22% Advertisement8%13% Traffic16%12% Web Link6%10% Weather7% Trip planning6%3% Brochure1%3% VDOT Map-3% Don’t know4%3% Q25b: What prompted you to use 511? NOTE: Question asked of those who have used 511. Only most frequent mentions listed. Only most frequent mentions are shown. Data weighted to be representative of Virginia population. * 2008 differs significantly from 2007 at a 95% confidence level

Pulsar Advertising Southeastern Institute of Research 105 As Reported in the Past, 511 Virginia Users – Both Telephone and Online – Tend to Be “Repeat” Users Frequency of Using 511 Telephone service Online service Used one time19%28% Used more than once81%70% Q27: How many times have you used the 511 telephone service, once or more than once? Q32: How many times have you used the 511 online service, once or more than once? NOTE: Question asked of those who have used 511. Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 106 Repeat Usage of 511 Virginia Telephone Is Increasing; Repeat Usage of the Web Site Is Stable Q27: How many times have you used the 511 telephone service, once or more than once? Q32: How many times have you used the 511 online service, once or more than once? NOTE: Question asked of those who have used 511. Data weighted to be representative of Virginia population. * 2008 differs significantly from 2007 at a 95% confidence level * * TelephoneWeb site

Pulsar Advertising Southeastern Institute of Research 107 While Users of 511 Virginia – Both Telephone and Online – Tend To Use the Service More than Once, They Tend to Use It Less Often than Once a Month Frequency of Using 511 Telephone service Online service Less often than once a month75%67% Several times a month but not every week 16% About once a week5%9% More than once a week3% Q28a/Q33a: How often would you say you use the 511 telephone/online service? Data weighted to be representative of Virginia population. NOTE: Question asked of those who have used 511 more than one time.

Pulsar Advertising Southeastern Institute of Research 108 Additionally, Frequency of Usage Appears to Be Going Down * 2008 differs significantly from 2007 at a 95% confidence level * TelephoneWeb site Q28a/Q33a: How often would you say you use the 511 telephone/online service? Data weighted to be representative of Virginia population. NOTE: Question asked of those who have used 511 more than one time.

Pulsar Advertising Southeastern Institute of Research 109 Telephone and Online Users Are Seeking Information about Traffic Conditions – Especially Telephone Users; Online Users Are More Likely than Telephone Users to Be Seeking Weather Information and Trip Planning Information – But, Still, Online Users Are Most Often Seeking Information about Traffic Conditions Reason for Using 511 Telephone service Online service Traffic conditions66%48% Road conditions32% Alternate routes24%22% Weather14%28% Public transportation/transit info7%- Trip planning4%15% Location of traveler services3%7% Other3%4% Nothing in particular-5% Don’t know1%5% Q28b&c: Which of the following best describes the type of information you were seeking when you called 511 telephone service? Q33b&c: Which of the following best describes the type of information you were seeking when you used 511 online service? NOTE: Question asked of those who have used each service. Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 110 Both Telephone and Online 511 Users Seek The Same Type of Information as in 2007, with a Few Exceptions. Overall, Interest in Using 511 for Traffic Conditions Seems to Be Increasing for Both Telephone and Online; Interest in Using Online for Weather Information Has Increased Q28b&c: Which of the following best describes the type of information you were seeking when you called 511 telephone service? Q33b&c: Which of the following best describes the type of information you were seeking when you used 511 online service? NOTE: Question asked of those who have used each service. Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 111 Half of Those Using 511 – Either Telephone or Online – Changed Their Behavior Based on the Information Obtained Telephone service Online service Changed behavior (net)47%49% Based on the information I obtained, I changed my route or took another road 38%29% Based on the information I obtained, I changed my travel time 14%23% Based on information received, changed to another type of transportation 2% Obtained some information, but did not change behavior (net) 44%42% I obtained helpful information, but did not change travel in any way 35%34% Obtained information but it was not helpful11%8% No information (net)12%8% Not able to obtain any information9%6% Information sought was not available3% The information obtained reduced the stress or frustration of trip 12%15% Don’t know1%5% Q29a: Which of the following best describes your experience using the 511 telephone service? Q34a: Which of the following best describes your experience using the 511 online service? Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 112 Behavior Change in Response to Information Obtained from 511 Has Remained Stable Since the Last Wave of Research Q29a: Which of the following best describes your experience using the 511 telephone service? Q34a: Which of the following best describes your experience using the 511 online service? Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 113 Nearly Two-thirds of Users – Both Telephone and Web Site – Are Satisfied with 511 Virginia Q30/Q35: Thinking about the 511 telephone/online service overall, how satisfied are you with the 511 telephone/online service? Telephone Web site Data weighted to be representative of Virginia population. NOTE: Question asked of those who have used 511 more than one time.

Pulsar Advertising Southeastern Institute of Research 114 Satisfaction with the Web Site Has Declined; It Has Remained Stable for the Telephone Service Telephone Web site 61% 77% 62% * NOTE: Question asked of those who have used 511 more than one time. * 2008 differs significantly from 2007 at a 95% confidence level Data weighted to be representative of Virginia population. Q30/Q35: Thinking about the 511 telephone/online service overall, how satisfied are you with the 511 telephone/online service?

Pulsar Advertising Southeastern Institute of Research 115 About Half of Telephone Users and Web Site Users Plan to Use 511 again in the Future Q31/Q36: How likely are you to use the 511 telephone service/online service in the future? Telephone Web site Data weighted to be representative of Virginia population. NOTE: Question asked of those who are aware of 511.

Pulsar Advertising Southeastern Institute of Research 116 TelephoneWeb site 48% 53% 42% 48%* * 2008 differs significantly from 2007 at a 95% confidence level Data weighted to be representative of Virginia population. Q31/Q36: How likely are you to use the 511 telephone service/online service in the future? NOTE: Question asked of those who are aware of 511. Intent to Use 511 Again Has Increased Since the Last Wave of Research – Especially among Online Users

Pulsar Advertising Southeastern Institute of Research 117 Conclusion & Implication Conclusion: Awareness of 511 has increased over the past year, with significant increases posted for Salem, Bristol, and Fredericksburg. Nevertheless, familiarity and usefulness of 511 have remained fairly stable. The proportion of Virginians using 511 – online and telephone – has remained fairly constant at 15%. Implication: Continue to market and promote 511 Virginia – both telephone and online. Initial growth in awareness is apparent. This growth in awareness may very well be the precursor of increases in familiarity and use.

Pulsar Advertising Southeastern Institute of Research 118 Conclusion & Implication Conclusion: Satisfaction with and intended usage (among users) of 511 telephone service have remained stable over the past year. While satisfaction with the Web site has decreased over the past year, an increase is posted for intended repeat usage of the Web site among those who have already used the Web site. For both telephone users and Web site users, interest in obtaining information about traffic conditions remains high. Implication: Although Web site users are not always satisfied with their experiences, they – for the time being – may be willing to give the Web site another chance. But, expect continued dissatisfaction to lead to decreased usage. Since traffic information seems to a great extent to drive usage of 511 – both online and telephone – it may be that Web site users cannot find or have difficulty finding the traffic information they seek. If dissatisfaction with the Web site continues in future waves of the study, usage patterns and needs of Web site users may need to be examined more closely.

Pulsar Advertising Southeastern Institute of Research 119 Summary of Key Findings

Pulsar Advertising Southeastern Institute of Research 120 Summary of Key Findings Even though a slight drop in the level of contact is reported in this wave of the research, most residents of Virginia report that they have had some form of contact with VDOT over the past year. Overall, levels of familiarity, satisfaction, and trust have remained stable this wave. However, satisfaction with VDOT has increased significantly in Fredericksburg and decreased significantly in Staunton. In terms of specific functional areas, VDOT’s highest satisfaction ratings continue to be for physical attributes and conditions of the roadways. Lowest ratings are for issues related to planning and management. Satisfaction with specific functional areas continues to vary across Districts. More positive ratings are reported for rural areas, such as Lynchburg, Bristol, Staunton, and Salem. Less favorable ratings are posted for larger urban areas, such as Northern Virginia, Hampton Roads and Fredericksburg.

Pulsar Advertising Southeastern Institute of Research 121 Summary of Key Findings In total, nearly half of Virginians are aware of 511 Virginia. Currently, awareness is 44% – a significant increase from the 38% posted in The highest levels of awareness of 511 Virginia are posted for Salem, Bristol, Staunton, Hampton Roads, and Richmond. In these Districts, awareness of 511 Virginia runs at about 50% or higher. 15% of Virginians have ever used 511 Virginia – about the same as in But, frequency of usage may be going down as users tend to use 511 less often than once a month. Currently, about two-thirds of users are satisfied with 511 – both telephone and online. But, satisfaction among online users has decreased since 2007 – even though intent to use 511 online again has not decreased.

Pulsar Advertising Southeastern Institute of Research 122 Thank You For additional information on this study, please contact Karen Smith, Ph.D., at SIR, Inc.,

Pulsar Advertising Southeastern Institute of Research 123 Appendix

Pulsar Advertising Southeastern Institute of Research 124 Opinion Leaders

Pulsar Advertising Southeastern Institute of Research 125 Nearly All Opinion Leaders Have Had Contact with VDOT During the Past Year Q44: In which of the following ways have you come into contact with VDOT during the past year? “Opinion leaders” are defined as people who have participated in at least 2 community and public activities during the last 12 months. This finding is consistent with the previous wave of this research. Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 126 Opinion Leaders Have More of Every Type of Contact Than Non-Leaders – Opinion Leaders Are about Twice as Likely as Non-leaders to Have Used 511 Virginia Q15: Now, let’s talk about any contact you might have had with VDOT in the past year. Tell me, in which of the following ways have you come into contact with VDOT during the past year? “Opinion leaders” are defined as people who have participated in at least 2 community and public activities during the last 12 months. Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 127 Opinion Leaders Are More Likely To Be Familiar with VDOT 38% 56% “Opinion leaders” are defined as people who have participated in at least 2 community and public activities during the last 12 months. Q5: Overall, how familiar would you say you are with VDOT and the work it does? Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 128 But, Opinion Leaders Appear to Judge VDOT More Critically in that They Are Less Satisfied than Non-leaders 52% 40% “Opinion leaders” are defined as people who have participated in at least 2 community and public activities during the last 12 months. Q6: Thinking about VDOT overall, how satisfied are you with VDOT overall? This finding is consistent with the previous wave of this research. Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 129 On Areas of Specific VDOT Responsibilities, Leaders and Non-Leaders Differ Most in Regard to Issues of Planning – Non-leaders Have Generally More Positive Views of VDOT Q4: How satisfied are you with VDOT in regard to: Data weighted to be representative of Virginia population.

Pulsar Advertising Southeastern Institute of Research 130 Opinion Leaders Are Also Less Trusting of VDOT 39% 49% Q5a: To what extent do you trust VDOT to do the right thing for the people of Virginia in regard to managing the state’s road and highway system? “Opinion leaders” are defined as people who have participated in at least 2 community and public activities during the last 12 months. This finding is consistent with the previous wave of this research. Data weighted to be representative of Virginia population.