Beauty, beast and biodiversity: what does the public want from agriculture?
FINAL REPORT
Report to The Scottish Executive Environment and Rural Affairs Department
Dominic Moran
Alistair McVittie
Scottish Agricultural College
David Allcroft
David Elston
Biomathematics and Statistics Scotland
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CONTENTS
EXECUTIVE SUMMARY
CHAPTER ONE INTRODUCTION
1.1 Background
1.2 Objectives
1.3 Work stages and report structure
CHAPTER TWO STUDY METHODS
2.1 Information gathering
2.2 Qualitative research in focus groups
2.3 Attribute development
2.4 Quantitative research
CHAPTER THREE QUALITATIVE RESARCH
3.1 Level of personal involvement with countryside
3.2 Responsibility for the countryside
3.3 What if farming no longer existed?
3.4 Expectations placed on farmers
3.5 Compensation
3.6 Conclusions
CHAPTER FOUR QUANTITATIVE RESEARCH
4.1 Attitudinal responses
4.2 Choice experiment results
4.3 Analytical hierarchy process results
4.4 Synthesis of CE and AHP results
4.5 Conclusions and recommendations for further research
CHAPTER FIVE IMPLICATIONS AND POLICY RELEVANCE