In most of Japanese large cities, the increase of automobile traffic has always caused traffic congestion of downtown areas. Simultaneously, the environmental problem due to automotive exhaust gas and the increase in traffic accident are also being generated. Therefore, measures that restrain a travel demand of automobiles have been examined in order to reduce them. It is to control automobile approaching to downtown areas. Moreover, an introduction of the transit mall for a purpose of making the space for the pedestrian has been considered and discussed as well. However, such new measures are unacceptable for passengers easily, because they are drastic changes of the transportation system in downtown areas. Therefore, it becomes indispensable that the understandings of citizen and community are obtained, when it intends to carry out the measure by which traveler's behavior is changed in a downtown area. That is, it is important to introduce the idea of public involvement to the transportation scheme. At the same time, we should discuss the appropriate method to grasp needs of citizen for new measures. The purpose of this study is to propose the approach for clarifying the transportation measure that citizen required. Namely, the method is considered to evaluate several alternative plans consisted of the multiple transportation measures. Concretely, we intend to introduce Conjoint Analysis in order to find the contributive factors and to decide the preferential alternative plan. The practical study was introduced to three districts with the different attributes and two different groups in the case of new transportation planning in Sapporo city. The measures are consisted of six attributes of the transportation planning. The results are as follows: 1) The residents in every district evaluated the high utility exists in the measure of extension of pedestrian space and the measure of underground space improvement, but have opposition to the measure of regulation of automobile crossing. 2) On the other hand, in the case of extension of tramcar line and cyclic exclusive area improvement, each district had a different opinion. They have more complex opinions towards regulation of automobile use in the supposed transit mall. 3) In view of the characteristics of districts, the differences between the district with better public transportation and the district without it is remarkable. 4) Due to the influence of information the residents' opinions become distinct. That is, the higher recognition of the public information and papers is, the more an opinion is clarified. This means the discussion of the measure introduced is more effective than before.