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Oregon Forests Values and Beliefs Study - June 2010
Context and Background
In 2001, the Oregon Department of Forestry and the Oregon Forest Resources Institute (OFRI) coordinated in a multi-faceted study of Oregonian’s values and beliefs which proved valuable to the Board of Forestry’s deliberations leading to the 2003 Forestry Program for Oregon.  The 2001 work included a literature review, focus groups conducted around the state, and a randomized, regionally stratified telephone survey.  Since 2001, OFRI has periodically conducted its own public values and beliefs research, sometimes measuring trends by comparing responses with previous surveys, including the 2001 survey.
The services of the opinion, research, and consulting firm of Davis, Hibbitts, and Midghall Inc. were used for all of these earlier studies. 
In the spring of 2010, the Oregon Department of Forestry and OFRI again contracted with Davis, Hibbitts, and Midghall Inc. to
  • Gauge Oregonian’s opinions about forest management issues in the state,
  • Evaluate comparisons of current values and beliefs with past survey findings
  • Provide a new baseline for future comparisons of values and beliefs
  • Inform public education and communication strategies
  • Inform Oregon Board of Forestry and Oregon Department of Forestry strategic planning
The study consisted of:
  • A scientific telephone survey of 1,000 Oregonians ages 18 and older, with certain questions split sampled between Split A (n=500) and Split B (n=500);
  • Two online “MaxDiff” surveys with 300 Oregonians to determine relative ranking of forestland issues and provide validation of telephone survey findings; and
  • Two focus groups to provide elaboration on telephone survey findings.

Next Steps
The results of the study were presented to the OFRI Board in late June and will be presented to the Oregon Board of Forestry during their regular business meeting on September 8, 2010.
The study may be used as input for the draft 2011 Forestry Program for Oregon public review and comment period and may also be considered as a model for future Oregon Board of Forestry issue scan processes.

Study Reports and Documents
Oregon Forests Values and Beliefs Study; Prepared for the Oregon Forest Resources Institute and the Oregon Department of Forestry by Davis Hibbits Midghall, Portland, Oregon; June 2010:

Learn more . . .
For more information, contact:
David Morman, Director
Forest Resources Planning Program
Oregon Department of Forestry
2600 State Street
Salem, OR  97310
PH: 503-945-7413
FAX: 503-945-7490
E-MAIL: dmorman@odf.state.or.us