'Scenario Adjustment' in Stated Preference Research
To assess demand for non-market goods, researchers must sometimes resort to direct elicitation of consumer tradeoffs with the use of surveys. Stated preference (SP) methods typically involve surveys of consumers wherein choice scenarios are posed to respondents and individuals are asked to indicate their preferred alternatives. As SP research has matured, much progress has been made to address a variety of well-known biases that can afflict demand estimates produced by these methods, but some concerns still remain. We use an existing survey designed to ascertain willingness to pay for private health-risk reduction programs to illustrate yet another potential source of bias. This bias is caused when not all respondents answer exactly the choice question they are asked and that the researcher intended for respondents to answer. SP researchers are familiar with the problem of outright scenario rejection, where respondents may choose the status quo alternative because they reject the viability of the proposed alternatives. In contrast, we address the more subtle problem of scenario adjustment, where respondents impute that the substantive alternative(s) in a choice set, in their own particular case, will be different than the survey instrument suggests. We demonstrate a strategy to control and potentially correct for scenario adjustment in the estimation of willingness to pay.
|Date of creation:||2007|
|Date of revision:|
|Contact details of provider:|| Postal: 555 East Wells Street, Suite 1100, Milwaukee, Wisconsin 53202|
Phone: (414) 918-3190
Fax: (414) 276-3349
Web page: http://www.aaea.org
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:ags:aaea07:9739. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.