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Bài giảng 15c: Bảng câu hỏi CVM Trương Đăng Thụy Contingent Valuation Method Questionnaire Formulation Typical Workplan for SP Study Initial Research What question is being answered? What is the object being valued? Choice of survey method & valuation technique What is the survey method? Contingent valuation or choice modeling? Choice of population & sample What is the target population? What kind of sample should be selected? Questionnaire Questionnaire Design Design Test the questionnaire & conduct main survey Econometric Analysis What form of question? What elicitation format? What payment vehicle? Focus group Re-design questionnaire Pre-test survey Re-design questionnaire Conduct main survey Database coded & transferred to econometrics experts Validity & Reliability testing Do the results meet validity & reliability tests? Aggregation and reporting Aggregation to the target population & reporting Criticism Against CVM “ .respondents give answers that are inconsistent with the tenets of rational choice, that these respondents not understand what is it they are being asked to value (and, thus, that stated values reflect more than that which they are being asked to value), that respondents fail to take CV questions seriously because the result of the surveys are not binding, and raise other objections as well.” Exercise 1: WTP for Lower Mekong Protection An outstanding feature of the lower Mekong region is the dynamic energy of its natural systems The natural dynamics of the region is one of its most important development assets to be safeguarded and maintained The essential role of ecosystems in their natural state for maintaining the stability and productivity of local economies and social systems is becoming increasingly evident in the Mekong region Around 80 per cent of its population is directly dependent on the productive capacity of healthy natural systems The relationship between water resources and protected areas in particular is of growing significance to the regional economy Exercise: WTP for Lower Mekong Protection Governments of the region appear to have recognized that the protection and maintenance of its remaining natural systems is essential to national welfare The natural systems which are the foundation for regional development cross national borders Some of the most important protected areas are adjacent to others in neighboring countries Suppose a Regional Protected Area Conservation Program would mean that you and other households in Cambodia, Lao, Thailand and Vietnam would pay a fixed monthly fee of US$2 per month The money raised would go to the Lower Mekong Region Protection Trust Fund Exercise: WTP for Lower Mekong Protection Would you be willing to pay US$2/month for the Regional Protected Area Conservation Program for Lower Mekong protection? _Yes _No If yes, why are you willing to pay? If no, why are you not willing to pay? (Pls specify your one major reason) Possible Problems • Individuals answer willingness-to-pay questions inaccurately due: – To failure in understanding because the questionnaire is poorly designed (vague or insufficient vital information) – To problems with survey administration (e.g poorly trained enumerators) Questionnaire Design is VERY IMPORTANT! • Key element in SP: properly designed questionnaire • Should make respondent – Think seriously – Provide necessary info – Reveal their true monetary valuation • Principal Challenge: make scenario understandable, plausible, & meaningful Stages of SP Questionnaire Design First stage: Formulating the valuation problem -Policy change being valued - Valuation scenario (Method of provision, Payment vehicle, Decision rule, Time frame of payment) -Response Format Second stage: Additional questions - Debriefing & follow-up questions (screen protest & misleading responses) - Attitudes, opinion, knowledge & uses - Demographics - Questionnaire structure Third stage: Pre-testing the questionnaire - Focus groups, re-design questionnaire, pre-test, re-design again Demographics • Age, education, gender, job, income, etc General Types of Measurement Scales Scale Characteristics Examples Nominal Numbers are used to identify & classify Sex Classification: objects into of a set of mutually Male =1 exclusive & exhaustive classes, w/no Female = implied ordering Ordinal Numbers indicate the relative positions Ranking of envt’l of the objects but not the magnitude priorities: of differences between them Water quality =1 Air quality = Waste mgt = Interval Numbers allow us to tell how far apart or more objects are w/ respect to a criterion, i.e differences bet objects can be measured Ratio Has all the characteristics of the above Age or income scales plus an absolute zero point, so data that ratios of scale values can be computed How sure are you about your answers? 100% sure; 50% sure Stage 2: Questionnaire Structure Format, Rules, Principles in Ordering & Layout General Rules in Formulating Questions • • • • • • Question Content Incentives to Answer Question Type Unstructured Questions Structured Questions Question Wording Basic Principles of Writing Questions • • • • • • • • • • • • Avoid ambiguous wording Allow for people to respond with a value of zero Attitude/knowledge question: Allow ‘don’t know’ response Response choices should not overlap Avoid biased questions that already suggest an answer Include sufficient response alternatives Use natural & familiar language Keep questions short & straightforward Avoid making unwarranted presumptions in the questions Avoid double-barreled questions, which address two issues at the same time Avoid relying too much on memory about past behavior Avoid words that might offend Basic Principles of Layout Use a booklet format Looks professional Easy to manipulate Prevents pages being lost Avoid crowding questions too close together Improves appearance More user friendly Easier to answer Use large fonts on all the material to be read or visually inspected Improves appearance More user friendly Accounts for people with short-sightedness Pre-code all close-ended questions & try to use an answer column Facilitates coding Minimises mistakes Use good quality printing & visual material Improves appearance; easier to read and inspect; more-userfriendly Number the pages and the questions Improves appearance; Easier to read & inspect Permits Fit question to a page Minimise mistakes Place intervewer instructions near the relvant question Easy to manipulate Minimise errors Question Order Introductory Section - helps set the general context for the decision to be made Valuation section Introductory remarks Attitudinal & opinion questions Use of the good/service of interest Lifestyle questions Valuation scenario Value elicitation questions Follow-up questions Final section Socio-economic characteristics (Optional) Respondents’ identification – Interviewer debriefing questions Types of Info Elicited in a Waste Management CV Survey Attitudinal variables & lifestyle factors General environmental interests & opinion Specific waste-related perception & opinion Attitude measure Waste-related variables Quantity of waste produced Collection frequency Container type Recycling & re-use habits Satisfaction with services Monetary evaluation information WTP information & reasons for WTP Attitudes & Opinion about proposed scenario Credibility, feasibility, fairness & efficiency measures Respondent characteristics Demographic variables Socio-economic characteristics Wealth indicators Name, address & phone number Source: Mourato & Day (1998) Identifying policy change to be valued Important Reminders in • It is essential that the commodity is meaningful to the respondent • It is essential that the respondent understand the commodity as the researcher intends it • It is also important that the scenario be plausible Define market scenario • What is the payment vehicle? A tax, an entrance fee, a levy on parking – note that people have opinions on these Components of a CV Questionnaire (cont.) • A method by which the questionnaires elicits the respondent’s preferences for (or against) the good or service; • Debriefing questions about why respondents answered certain questions the way they did; • Questions about the characteristics of the respondent, including socioeconomic and attitudinal information Components of a CV Questionnaire • An introductory section that; • A detailed description of the good, service, or project to be offered to the respondents; • The institutional setting in which the good will be provided; • The manner in which the respondent is to pay for the good; CV Valuation Scenario • What good or service they will receive • When and how the service will be available • How the respondent will be expected to pay for it • How much others will be expected to pay • Time frame for payment • What institutions will be responsible for the delivery of the good or service ... tests? Aggregation and reporting Aggregation to the target population & reporting Criticism Against CVM “ .respondents give answers that are inconsistent with the tenets of rational choice, that