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This paper examines the importance of the unit of analysis selected for trip generation modelling when the model estimation data are collected in a household travel survey. The paper reviews the literature on the arguments made for the use of the "individual" or the "household" as the unit of analysis in trip production modelling, and then through a statistical exposition it determines what should be the appropriate unit of analysis. An empirical test of the forecast performance of household- and person-trip generation models is conducted using data collected in a household-travel-behaviour survey in the Greater Toronto Area of Canada. The paper concludes that the household is theoretically the preferable analysis unit to use in trip production modelling when the model estimation data are collected in a household travel survey in which the household is the sampling unit. The empirical test indicates that household-trip generation models yield predictions of trips at the household and traffic zone level, respectively, that are marginally more accurate than those yielded by person-trip generation models. [ABSTRACT FROM AUTHOR]