ABSTRACT
In the earlier chapters we placed the contingent valuation method in the framework of welfare economics and benefit estimation, and concluded that there are strong theoretical grounds for using surveys to measure benefits if truthful revelation of preferences can be obtained. We now turn to the methodological challenge of using sample surveys to accomplish this goal. Can surveys obtain reliable and valid willingness-to-pay amounts from random samples of people? In this chapter we briefly review the nature of surveys and raise the methodological issues that are addressed in detail in the subsequent chapters. Because many readers may not be trained in survey research techniques, we will not assume a familiarity with this methodology in the following discussion.
