Trade-off surveys in planning: theory and application

We report on two innovations in survey methodology for land-use planning : the use of trade-off choices and the application of cluster analysis to the data. Cluster analysis is used to reduce the attitudinal items to significant dimensions. Cluster-score patterns can then provide empirical typologies of residents according to meaningful data-based distinctions. These subgroups of citizens can be found in homogeneous or heterogeneous subregions with differing consequences for the regional plan. We report on an initial application of this methodology to the mountain area of Jefferson County, Colorado. A questionnaire utilizing the trade-off approach was administered to 316 citizens. The analysis of the citizens' responses yielded eight clusters, four general and four local in orientation. On the basis of the patterns of cluster scores, thirteen subgroups were identified, which were then arranged on a continuum of convenience-versus-environment orientation. The subgroups were found to occupy heterogeneous and homogeneous subregions of the mountain area. We discuss possible implications of these findings for a comprehensive plan, and argue that the findings, although of tentative substance, provide a confirmation of the methodology.