Residence and place image

Data are presented for a particular population on its perception of English and Welsh local authority areas in terms of desirability for residence. The method employed permits a distinction between positive and negative judgements as well as a measure of the differing degree to which areas figure in the mind at all. It is established that the areas are seen in terms of a sharply differentiated hierarchy of preference and that there is considerable variation in the extent to which areas are “visible”. In aggregate negative judgements predominate and the most frequently expressed attitude is strong dislike. Places in the south‐west are popular as are some places in the north. London Boroughs are unpopular although in varying degrees. The most favoured place is Cornwall and the least favoured is Wolverhampton. It is argued that perceptions studied in the “direct” way used here are important to complement those employing an “oblique” method in which criteria of choice are assumed or established by social survey and then used to create a profile of preference against which places can be measured and ranked.