Speed limit is currently one of the most controversial topics in Japan as the Japanese National Police Agency has planned to revise the speed limit regulation. Traffic accident analysis and questionnaire survey will be included in their 3-year study plan. However, this study focuses only on the questionnaire survey on Hokkaido roads. The purpose of this study is to evaluate the speed limits on Hokkaido roads by applying trade-off analysis. Trade-off questions between accessibility (speed limit) and safety were applied to show the reflection of publicity. The comparison between speed limits from direct questions and trade-off questions were made. In conclusion, the study found that speed limits during summer period are not appropriate while winter speed limits should be raised. In order to enhance road safety in Hokkaido, the study recommends that the stringent speed enforcement and management should be incorporated with the new speed limit.