Bayesian updating of trip generation data: Combining national trip generation rates with local data

With traffic impact analyses and impact fee assessment becoming more popular, the need for accurately estimating the trip generation rate of a proposed development is becoming more important. An overwhelming percentage of state transportation agencies depend either partly or entirely on the ITETrip Generation Report to predict the traffic that will be attracted to and/or produced from a proposed development. However, the rates obtained from the ITE publication have been derived from data collected throughout the United States. They represent a national average and fail to take into account the local trip generation characteristics that the site under consideration might have. This paper establishes a methodology for obtaining more reliable local trip generation rates using Bayesian statistics. In this method, the ITE rates are assumed to be the prior information, which are updated using limited local trip generation data that are available. The method also allows for temporal updating, incorporating subjective judgment and using borrowed data in the updating procedure. Sample calculations in this paper illustrate the developed methodology.