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Immediately after transit fares in Atlanta were reduced, transit ridership increased dramatically, exceeding the previous estimates by 50 percent. Total ridership for the 6-month period following the March 1, 1972, fare reduction was almost 15 percent greater than that for the equivalent period in 1971. The fare reduction program of the Metropolitan Atlanta Rapid Transit Authority (MARTA) generated considerable local and national interest, and research was designed to measure the effect of the fare reduction and subsequent transit service improvements on ridership. The study effort consisted of two surveys: (a) an on-board interview of transit riders and (b) an in-home survey of households in the two-county transit service district. This paper deals exclusively with the in-home survey. The MARTA in-home survey dealt with two principal areas of inquiry to complement the on-board survey findings. The first area consisted of the characteristics of transit nonusers as well as their attitudes toward and perceptions of transit. In addition, the in-home survey was designed to determine whether the characteristics, attitudes, and perceptions of nonusers were significantly different from those of transit users. The second area dealt with why the increase in ridership was not even higher and what actions would be necessary to attract additional riders.
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