Metro Area Transit (MAT), the operator of the bus system in the Omaha metropolitan area, perceived an acceleration of a continuing long term trend of reduced ridership. They asked the Center for Applied Urban Research at the University of Nebraska at Omaha to design a study to help them develop a strategy that would halt and reverse these patterns.
Frost, Murray, "Bus Ridership: An Analysis of a Survey in the Omaha Metropolitan Area" (1984). Publications Archives, 1963-2000. 232.