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This paper reports on a quantitative study, which examines the link between software characteristics, sought after consequences and personal values in software evaluation, whilst investigating the stakeholders' understanding of software quality. The study involved a survey of 403 subjects, which were then analyzed quantitatively with bi-variate analysis, and multivariate analysis of variance. The research argues that trade-offs in software development projects are often experienced in software development because of conflicts. These conflicts involve schedules, priorities and are very much caused by the different stakeholder views of quality, different desired consequences sought by the different stakeholders and more importantly influenced by the desired values of the different stakeholders. The research finds that different classes of stakeholders have different views of software quality. The research also …