The implementation of TDM marketing policy will include monitoring and evaluation of marketing programs and activities. Marketing initiatives and programs will be evaluated by a standard methodology, which includes "scientifically valid" marketing research techniques. This evaluation process responds to the need for Caltrans to use TDM marketing resources effectively. Marketing research evaluations will assist planners and managers throughout Caltrans in making key decisions about the effectiveness of marketing programs.The monitoring and evaluation process will be incorporated into marketing activities at all levels of TDM. Therefore, monitoring and evaluation will apply to marketing activities that are corridor-specific as well as regional and statewide.