Testing for the survey mode effect on contingent valuation data quality: A case study of web based versus in-person interviews

Abstract

This paper addresses the lack of empirical evaluation of the use of web based surveys in the context of contingent valuation surveys. We compare, using a case study, in-person interviews with web based surveys regarding response rate, information additivity effects and respondents' attitudes towards paying. The web based survey had a much lower response (5.1%) than the in-person interviewing (84%). We find the web based contingent valuation surveys to be neither more susceptible to information additivity effects nor more prone to zero protest responses. We conclude in favor of the use of web based surveys, IntroductionThe contingent valuation method (CVM) is a stated preference method 1 for valuing changes in the provision of nonmarketable goods (e.g. environmental amenities). The method was conceptually proposed by CiriacyWantrup in 1947, but the first empirical application only took place in 1961 with Robert Davis, in the US (Jackobsson and Dragun, 1996; Venkatachalam, 2004). The contingent valuation method rose to high prominence in the 1980s and in the last two decades has been routinely used in the appraisal of projects with impact on the environment. Its potential to capture both use and non-use values of environmental assets and the flexibility of its application largely contributed to its massive use (Carson, 2000).Basically, CVM is a survey-based methodology which relies on obtaining monetary estimates for the economic value of a specified change in the provision of the environmental good of interest, which typically is not traded in the conventional markets. Hence CVM application consists in the construction of hypothetical markets (also called elicitation scenarios) where the individuals' valuation of the good is elicited. Monetary estimates are obtained either as individuals' Willingness to Pay (WTP) or Willingness to Accept (WTA). WTP measures the amount of income a person is willing to forego in exchange for an improved state of an environmental good. E-mail address: cristina.marta@ist.utl.pt (C. Marta-Pedroso). 1 Stated preference, or direct, methods employ constructed markets in an experimental setting to elicit individuals' preferences. Other stated preference valuation approaches include contingent ranking, contingent choice and conjoint analysis (see Boxall et al., 1996, for a comprehensive comparison of the various stated preference approaches).

Valuation of the Aroeira (Myracrodruon urundeuva Allemão): perspectives on conservation

“…Th is value indicates a relative willingness to adopt protection policies for the tree in question. Th e contingent valuation simulates a hypothetical market scenario in which the interviewees maximum willingness to pay (WTP) for a particular environmental asset can be determined (Ortiz 2003;Motta 2006;Marta-Pedroso et al 2007;Sattout et al 2007). Th is research instrument was designed to be as realistic as possible and thus capture a more reliable WTP value (Nogueira & Medeiros 1999;Sanchez & Perez 2000;Aguirre et al 2002;Fonseca & Drummond 2003;Mattos & Mattos 2004).…”

“…Such methods of economic valuation were primarily used by economists but are now being used to guide decision making related to the sustainable use of environmental resources (Motta 2006). Th is study adopts the contingent valuation method (CVM), which is recognized as the most common and eff ective method of environmental valuation available (Ortiz 2003;Motta 2006;Marta-Pedroso et al 2007;Sattout et al 2007). Th e current study sought to determine the individual preferences of medicinal plant consumers at the Caruaru Fair regarding the aroeira tree by estimating their willingness to pay (WTP) for its conservation.…”

Using Internet in Stated Preference Surveys: A Review and Comparison of Survey Modes

“…The authors find, interestingly, that WTP from both samples vary in the same expected way to relevant socio-economic covariates. Marta-Pedroso et al (2007) sample visitors to a beach for interviews (conducted by the authors) and Internet respondents recruited via an e-mail list. They find about the same share of zero WTP and protests for the two modes for an environmental preservation program in Portugal.…”

An Empirical Investigation into the Role of Personal-Related Factors on Corporate Travel Policy Compliance

“…It was assumed that corporate travellers responding to the web-based questionnaire would have a certain degree of technical ability that would enable them to complete the questionnaire, and this prevented this type of non-response bias from having an influence in the study. A further potential disadvantage of web-based surveying is the fact that the researcher often has no way of knowing if there are a number of respondents at one computer address, or if one respondent is completing a questionnaire from a selection of computers (Marta-Pedroso, Freitas & Domingos, 2007). In this study, the use of cookies and server log files addressed these concerns.…”