# Robert MAVSAR (EFIMED) Stated Preference Methods or Direct Valuation Methods

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1 Robert MAVSAR (EFIMED) Stated Preference Methods or Direct Valuation Methods

2 Content Compensation or payment? Stated preference methods Contingent Valuation Method Choice Modelling

3 Compensation or Payment? The maximum we would be willing to pay to get z 1 units and not only z 0 units of the good Z P D z 0 z 1 Z

4 Compensation or Payment? Occurs Yes No + Payment Compensation Change - Compensation Payment

5 Contingent Valuation Method The method is used to estimate economic values for all types of environmental goods and services (use and non use values)!

6 Contingent Valuation Method Development 1947 Ciriacy-Wantrup initial idea 1958 Mack & Mayers entrance fee for US national parks 1989 Exxon Valdez accident-breaktrough

7 Contingent Valuation Method The method is based on directly asking the people how much they are willing to pay?

8 Contingent Valuation Method Theoretical background I. RUM random utility model!? Utility welfare Utility (u) increases with the consumption of goods (x). u=u(x)

9 Contingent Valuation Method Theoretical background II. How much of these goods can we consume? Depends on the price of the goods (p x ) and our income (y). x=x(p x,y) Therefore we can express utility as: u=v(p x,y)

10 Contingent Valuation Method Theoretical background III. Let s add something more Environmental goods (z)! Now we get: u=v(p x,z,y)

11 Contingent Valuation Method Do you remember? A D z 0 z 1 Z

12 Contingent Valuation Method Theoretical background IV. We have z 0 u=v(p x,z 0,y) but by paying A we coud get z 1 z 0 <z 1 u=v(p x,z 1,y-A)

13 Contingent Valuation Method Theoretical background V. How much can be A that we would be still willing to pay it? If v(p x,z 0,y)< v(p x,z 1,y-A) If v(p x,z 0,y)= v(p x,z 1,y-A) If v(p x,z 0,y)> v(p x,z 1,y-A)

14 Contingent Valuation Method Theoretical background VI. If A<WTP we pay A for obtaining z 1 If A= WTP we are indifferent If A>WTP we do not pay A for obtaining z 1

15 Contingent Valuation Method Some practical issues CVM is applied by questionnaires! Typically we ask: How much would you be willing to pay for a change in the quantity and/or quality of a good X?

16 Contingent Valuation Method How to proceed 1. Deciding what change we are going to value 2. Deciding how we are going to implement the questionnaire (type) 3. Design and testing the questionnaire 4. Collecting data 5. Statistical analysis

17 Contingent Valuation Method The change to value Specify very clear the change (what is z 0 and z 1 ) for example not enough to say How much are you willing to pay for 3 additional plant species? specify when the additional species would be provided (time definition) Are we going to ask for a payment (willingness to pay) or compensation acceptance (willingness to accept) If not, you will not know what the responded was valuing

18 Contingent Valuation Method Type of questionnaire In person (paper, computer) - most reliable but also most expensive and time consuming Telephone less reliable than person but cheaper and less time consuming Mail less reliable, cheap, more information can be given Web less reliable, cheap and fast Combined The type of questionnaire will in most cases depend on the budged!

19 Contingent Valuation Method Designing the questionnaire In general it has 3 parts: Introduction preparation for the central part Central part contains the question on the WTP or WTA Final part collecting socio-economic data

20 Contingent Valuation Method Designing the questionnaire Introduction preparation for the central part presents the good they will have to value different aspects of the god to be valuated questions to obtain knowledge on persons preferences, knowledge, interest, and to keep the person motivated

21 Contingent Valuation Method Designing the questionnaire Central part I. contains the question on the WTP or WTA Sum up on the change of the good we value Explain the way of payment Tax, increase of a certain price (e.g. water bill) Payment mandatory or optional Who will pay Time of payment (annual, monthly, etc.) Period of payment (1 year, 10 years, etc.) Explain the consequences if not paying Remind the person to take into account her income limit Selecting the type of the valuation question Open ended Closed

22 Contingent Valuation Method Designing the questionnaire Types of valuation question Open ended: the person states the amount money Closed limited amounts of money to select from Payment cards Single bounded Double bounded

23 Contingent Valuation Method Designing the questionnaire Central part II. contains the WTP/WTA question Questions Why not paying (if the case) What influenced the decision to pay (if the case) How sure about the answer Difficulty of taking the decision

24 Contingent Valuation Method Designing the questionnaire Final part collecting socio-economic data Questions Age Education Occupation Personal/household income Family (children) Member of a certain organisation (environmental, ) Etc.

25 Contingent Valuation Method Testing the questionnaire Once the questionnaire is designed, we test it: Focus groups (6-8 persons answering and commenting the questionnaire) Pilot study (limited sample) Questionnaire improvement (based on responses) Start data collection

26 Contingent Valuation Method Data collection Selecting the target population Who (individuals, families, enterprises, certain professionals, visitors of an area, age, etc.) Territory (city, region, country) Sampling Randomly, systematically, quotes, mixed Sample size Ideal to meet the statistical requirements (anticipated standard error of the results) mostly depends on the budged of the study 200 small, medium; > big

27 Contingent Valuation Method Data analysis Estimating the average or median WTP (or WTA) The statistical method applied depends on the type of valuation question we applied

28 Contingent Valuation Method Advantages Very flexible, can be used to estimate the economic value of virtually anything. However, it is best able to estimate values for goods and services that are easily identified and understood by users and that are consumed in discrete units (e.g., user days of recreation). most widely accepted method for estimating total economic value, including all types of non-use, or passive use, values. CV can estimate use values, as well as existence values, option values, and bequest values.

29 Contingent Valuation Method Advantages requires competent survey analysts to achieve defensible estimates, but the results of studies are not difficult to analyze and describe. Dollar values can be presented in terms of a mean or median value per capita or per household, or as an aggregate value for the affected population. widely used, lot of research is being conducted to improve the methodology, make results more valid and reliable, and better understand its strengths and limitations.

30 Contingent Valuation Method Issues and Limitations widely used for the past few decades, but there is considerable controversy whether it adequately measures people's willingness to pay. individuals have practice making choices with market goods, so their purchasing decisions in markets are likely to reflect their true willingness to pay. CV assumes that people understand the good in question and will reveal their preferences in the contingent market just as they would in a real market. However, most people are unfamiliar with placing dollar values on environmental goods and services. Therefore, they may not have an adequate basis for stating their true value.

31 Contingent Valuation Method Issues and Limitations Biased answers respondent a different question than asked. Rather than expressing value for the good, the respondent might actually be expressing their feelings about the valuation exercise itself. For example, respondents may express a positive willingness to pay because they feel good about the act of giving for a social good ( warm glow effect), although they believe that the good itself is unimportant. Alternatively, some respondents may value the good, but state that they are not willing to pay for it, because they are protesting some aspect of the scenario, such as increased taxes or the means of providing the good.

32 Contingent Valuation Method Issues and Limitations Possible associations among environmental goods. For example, if asked for willingness to pay for improved visibility (through reduced pollution), the respondent may actually answer based on the health risks that he or she associates to polluted air. Difference between hypothetical decisions and actual decisions. For example, respondents do not take questions seriously because they will not actually be required to pay the stated amount.

33 Contingent Valuation Method Issues and Limitations If first asked for WTP for one part of an environmental asset (e.g. one lake in an entire system of lakes) and then asked to value the whole asset (e.g. the whole lake system), the amounts stated may be similar. This is referred to as the embedding effect. expressed WTP for something has been found to depend on where it is placed on a list of things being valued. This is referred to as the "ordering problem."

34 Contingent Valuation Method Issues and Limitations different WTP amounts, depending on the specific payment vehicle chosen. For example, some payment vehicles, such as taxes, may lead to protest responses from people who do not want increased taxes. Others, such as a contribution or donation, may lead people to answer in terms of how much they think their fair share contribution is, rather than expressing their actual value for the good. suggesting a starting bid affects respondents final WTP.

35 Contingent Valuation Method Issues and Limitations Strategic bias respondents provide a biased answer to influence the outcome. If a decision to preserve a stretch of river for fishing, for example, depends on whether or not the survey produces a sufficiently large value for fishing, the respondents who enjoy fishing may be tempted to provide an answer that ensures a high value, rather than their true valuation. Information bias when respondents value attributes with which they have little or no experience. In such cases, the amount and type of information presented to respondents may affect their answers

36 Contingent Valuation Method Issues and Limitations Non-response bias, since individuals who do not respond are likely to have, on average, different values than individuals who do respond. Estimates of non-use values are difficult to validate externally. When conducted to the exacting standards of the profession, contingent valuation methods can be very expensive and timeconsuming, because of the extensive pre-testing and survey work.

37 Choice Modelling From the same family as the Contingent Valuation Method (stated preference method). We can value all type of goods and services (use and non-use values)!

38 Choice Modelling But In CVM: the change we value is constant the payments can be different In CM: The change we value and the payments are different

39 Choice Modelling Originated from marketing research (conjoint analysis) Builds on the idea that the value of a good is reflection of its characteristics (Lanchester 1966) Theoretical basis the RUM theory (McFadden 1974)

40 Choice Modelling Theoretical basis the RUM theory (McFadden 1974) Respondents utility to select a certain package of attributes is the sum of known and unknown influences: The probability P that any particular individual prefers the alternative j in the choice set to any alternative k can be expressed as the probability that the utility associated with alternative j exceeds that associated with any other alternative. 0;

41 Choice modelling Respondents are asked to compare and select (rank or rate) alternative combinations of goods or policy characteristics For example: Implementation of improved forest management that would change the recreation possibilities and biodiversity in the forest

42 Choice Modelling Attribute Levels Recreation R 1, R 2 Biodiversity B 1, B 2, B 3 Payment A 1, A 2, A 3, A 4, A 5

43 Choice Modelling Alternative A Alternative B Alternative C Alternative C Recreation Recreation Recreation Recreation N 1 N 2 N 1 N 2 Biodiversity Biodiversity Biodiversity Biodiversity B 1 B 2 B 2 B 3 Payment Payment Payment Payment A 2 A 1 A 4 A 3 In total we would have: =810,000 combinations (choice sets)

44 Choice Modelling Each respondent sees one or more choice sets (in most cases 3-16) for each choice sets the respondent has to: Select the preferred alternative (pair wise choice or simple choice) Rank the alternatives (contingent ranking) Rate the alternatives (contingent rating) In most cases we include a status quo alternative (reflecting actual situation and no payment)

45 Choice Modelling Analysis of the results: marginal value for each of the attributes total value of a scenario

46 Choice Modelling Advantages used to value the outcomes of an action as a whole, as well as the various attributes or effects of the action. allows respondents to think in terms of tradeoffs, which may be easier than directly expressing dollar values. Respondents more comfortable providing qualitative rankings or ratings of attribute bundles that include prices, rather than dollar valuation of the same bundles, by de-emphasizing price as simply another attribute.

47 Choice Modelling Advantages Survey methods may be better at estimating relative values than absolute values. The method minimizes many of the biases that can arise in contingent valuation studies where respondents are presented with the unfamiliar and often unrealistic task of putting prices on nonmarket amenities. The method has the potential to reduce problems such as expressions of symbolic values, protest bids, and some of the other sources of potential bias associated with contingent valuation.

48 Choice Modelling Issues and Limitations Respondents may find some trade-offs difficult to evaluate, because they are unfamiliar. If the number of attributes or levels of attributes is increased, the complexity and the number of comparisons increases. This may lead to fatigue and loss of interest, and the application of simplified decision rules.

49 Choice Modelling Issues and Limitations Contingent choice may extract preferences in the form of attitudes instead of behaviour intentions. By only providing a limited number of options, it may force respondents to make choices that they would not voluntarily make.

50 Economic Valuation of Externalities of Mediterranean Forests in Spain

51 Problem definition Forest provide multiple goods and services Mostly valued timber and non-timber products (market prices) Other goods and services no value (no market prices) externalities Not social optimal decisions in forest use and management High cost low benefits??

52 Objective obtain the marginal values of main externalities for different Mediterranean forest in Spain

53 Designing the study Where? Spain What? goods that do not have market prices benefiting mostly the society, land (forest) owner only limited important for the Mediterranean area How? Contingent choice method

54 Two main forest types Mixed Mediterranean Forests (Evergreen oaks and Pines) DEHESAS (low density Evergreen oaks)

55 Work Questionnaire design Focus groups 2006 Improvement of questionnaire Pilot study 2007 Final improvements of the questionnaire Final study

56 Design of Questionnaire Scenario Affoerstation project in the Mediterranean region. The afforestation would take place on XY ha of abandoned agriculture land

57 Selected forest goods afforestated area accessibility for recreation increment of water quantity soil erosion prevention carbon sequestration, plant diversity enrichment forest fire risk forest aesthetics (stand density and species mixture)

58 Forest goods and levels Externality Actual Future (max.) Area +0 ha +5% +25% Recreation Yes Yes/No Water 90% 92% Erosion 50% 45% Carbon + 0 pax +170,000 pax/ +3,000 pax Plant 300 spec 40 spec 400 spec 140 spec Fire 5% 20% Density 0 trees/ha 800 trees/ha Mixture 0 Pine:Evergreen oak

59 Aesthetics Pinus 50%&Oak 50% 500 trees/ha

60 Choice Set

61 Application Computer asisted (CAPI) questionnaire 2 different types of questionnaire Voice reading the text Face-to-face interviews Self administrated or by interviewer Sample (following age & gender structure of the Spanish population): Pilot study: 200 Final study:

62 Pilot Study

63 Final Study

64 Results (pine and oak forest) all the obtained results coincide with the expectations (all coefficient signs have expected sign) Attribute Coefficients Standard error Recreation 0,2190** 0,1173 Water 0,2720*** 0,0600 Erosion 0,1176*** 0,0268 Carbon 0,00001*** 0, Plants 0,0032** 0,0014 Fires -0,0096 0,0104 Mixture 0,1715*** 0,0625 Density 0,0007*** 0,0002 Area 0,1837*** 0,0363 Payment -0,03217*** 0,

65 Results (pine and oak forest) Attribute WTP ( /person/year) Recreation 7.02 Water 8.42 Erosion 3.66 Carbon Plants 0.10 Mixture 0.11 Density 0.02 Area 5.68

66 Attribut Scenario 1 Scenario 2 Scenario 3 Recreation No Yes Yes Water availability 90% 91% 92% Eroded area 52% 52% 55% Carbon amount 700,000 tco 2 1,200,000 tco 2 1,700,000 tco 2 Plant species Tree mixture Pine(100%) Pine(50%): Oak(100%) Oak(50%) Density 200 trees/ha 500 trees/ha 800 trees/ha Afforestation area 440,000 ha 1,320,000 ha 2,200,000 ha Mean WTP ( /person/year) ,3 175,56 Social welfare increase (million /year) Social welfare increase ( /ha and year) 1.619, , , , , ,9

67 (Some) study conclusions Positive social values for the valued forest goods and services Afforestation of the abandoned agriculture land would result in a social benefit: between 1,620 and 6,318 million /year (pine and oak forests) between 1,472 and 7,134 million /year (dehesa forests)

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