The Choice Experiment Method and Use

Abstract

Chapters 4 and 5 demonstrated that willingness to pay (WTP) techniques can be used to show that cultural resources do generate significant positive externalities or non-market benefits. However, there is great need for a more detailed analysis of the valuation of such goods, both in terms of the specific attributes that make up the good and their value to different population groups. The relatively new choice experiment (CE) or conjoint analysis method is also a type of contingent valuation stated preference technique, but with significant advantages over willingness to pay studies. While conjoint analysis has been used for some time in other branches of economics, it has only recently made its appearance in the cultural economics field. Rather than being asked their willingness to pay for one scenario, respondents in this method are asked to choose between bundles of attributes at different levels that make up the cultural good. Price is usually one of the attributes, which enables the calculation of marginal willingness to pay for each attribute, as compared to the composite value for the whole good obtained with WTP studies.