Qualitative Measures of Wildlife Value Orientations with a Diverse Population in New York City

ABSTRACT

This article reports on the development and implementation of a qualitative methodology to measure wildlife value orientations (WVOs) in a focus group setting, with the ultimate goal of developing a technique to help with cross-cultural assessments of WVOs. Information provided by such assessments can assist conservation organizations in understanding and meeting the needs of an increasingly diverse population. The technique was administered to Latino and Chinese-American audiences in New York City. Focus group participants were shown a series of photographs depicting wildlife and human–wildlife interactions, and asked to individually evaluate each photograph and discuss their reactions. Results revealed this methodology to be effective in eliciting WVOs. Four WVO types recognized from previous literature were identified across the groups based on participant comments. This article concludes with suggestions on how to improve this methodology for future use and adapt it for applications in other settings.

KEYWORDS:

• Diversity
• focus groups
• qualitative
• values
• wildlife value orientations