An application of quantitative and qualitative methods in freight mode choice modelling

European policy-makers set specific GHG targets and goals towards a freight transport modal shift away from the road mode towards alternative modes such as rail and inland waterways. Understanding individual mode choice behaviour forms an important component in the discussion on a freight modal shift. The research presents a mixed methods freight study conducted with logistics managers of freight shippers’ companies in the Port of Ghent region. The mixed methods design followed is that of a convergent design with quantitative priority. Quantitative choice modelling techniques are applied to address the impact of transport time, transport cost (tariff), loss and damage, reliability and CO2 emissions. Policy-relevant willingness-to-pay measures such as the value of time, value of reliability, value of loss and damage and value of the environment are derived from MNL and MMNL model results to complement the freight mode choice literature. In addition, the impact of environmental attitudes on freight mode choice is assessed by applying an ICLV model framework. This is the first freight ICLV to account for such underlying environmental attitudes on mode choice. The qualitative thematic analysis is applied to gain in-depth understanding of the company contextual setting in which freight mode choices are made in practice, to gain understanding on the experiences of the respondents in relation to the SP survey and to map perceived barriers and triggers to a regional modal shift. The qualitative analysis resulted in interesting findings which imply to further incorporate the role of production processes and inventory logistics in freight mode choice analysis and freight SP as well as valuable insights to inform the regional policy level. Integration between qualitative and quantitative data takes place at the collection, analysis and interpretation research phases. Findings from the two techniques are used to strengthen or nuance one and another. Also, an ICLV model framework is presented to include qualitative themes into an extended choice model framework.