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areas of low to high demand, we explore the socio-spatial distribution of
human-environment interactions by creating a typology of neighborhoods where
residents' perceptions do and do not correspond with actual, local water use rates.
Beyond perceptions, we overlay additional determinants of demand—as
identified in previous studies (e.g., Loh and Coghlan
2003
; Wentz and Gober
2007; Harlan et al.
2009
)—to consider how conservation tools might be most
effectively targeted to neighborhoods for enhanced water-use efficiency. While
marketing or educational materials may appeal more to perceptions and personal
ideals about environmental stewardship or knowledge about how to reduce outdoor
water use, for instance, regulations or incentives for retrofitting landscapes or
household appliances may be more effective where infrastructure or other structural
factors significantly influence demand.
The most critical neighborhoods are those where demand is high, since they
represent the greatest potential for reducing water use. In areas where perceived
water use is low, moreover, tailored conservation messages could shift perceptions
while locally instilling a heightened sense of efficacy and responsibility for conser-
vation among residents. Conversely, in high-demand areas where people are aware
of consumption rates, other tactics that address non-perceptual drivers of demand
(such as irrigation mandates or incentives to convert irrigated lawns into drought-
tolerant yards) may be necessary to reduce water use rates. Overall, understanding
the relationship between perceptions of water use and actual demand may help
to create environmental awareness and resource stewardship in diverse urban
neighborhoods.
2.2 Study Background
2.2.1 Mixed-Methods Research
Mixed-methods research involving quantitative and qualitative data analysis has
been described as “an approach to knowledge (theory and practice) that attempts
to consider multiple viewpoints, perspectives, positions, and standpoints” (Johnson
et al.
2007
: 113). Our mixed methods approach compares survey data captur-
ing subjective judgments about water use (recorded on an ordinal response scale)
to neighborhood demand (measured as the volume of water used by house-
holds). Along with combining different datasets into a GIS to assess spatial
patterns, we conducted statistical cross-tabs and developed a typology of low
to high water-using neighborhoods with varying drivers of demand. This integ-
rated methodology allowed us to examine environmental perceptions in relation
to actual resource conditions, while understanding which drivers of consump-
tions are most critical in particular places. Originally, mixed-methods research
evolved from the concept of triangulation, which employs multiple sources of
information to confirm that empirical findings are not simply a product of a
particular method (Campbell and Fiske
1959
; Johnson et al.
2007
). More recently,
