passenger figures used in the analysis were distorted due to a discrepancy in purchasing of tickets at Melksham for travel between Bath and Trowbridge
If I remember correctly, this was not down to the people of Melksham as such, but due to a ticketing discrepancy whereby tickets from Meksham to Bath via Trowbridge were 50p cheaper than tickets from Trowbridge to Bath direct.
Trowbridge passengers quickly cottoned on to this, understandably, and for a long while (over a year or more I think) routinely bought Melksham - Bath tickets instead of Trowbridge - Bath tickets, thus distorting the passenger figures.
To be fair, even the ticket office staff at Trowbridge were wise to it and if they liked the look of you, would offer to sell you one of the "special tickets".