Social Desirability Bias in Contingent Valuation Surveys Administered through In-Person Interviews

This paper presents empirical evidence of mode effects in contingent valuation surveys. We conducted an on-site, split-sample contingent valuation survey of visitors to Fort Sumter National Monument, South Carolina. All respondents were told that the survey was being conducted on behalf of the Natio...

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Bibliographic Details
Published in:Land economics 2003-11, Vol.79 (4), p.561-575
Main Authors: Leggett, Christopher G., Kleckner, Naomi S., Boyle, Kevin J., Duffield, John W., Mitchell, Robert Cameron
Format: Article
Language:English
Subjects:
Ballot boxes
Coefficients
Economic surveys
Economics
Environment
Interviews
Land economics
National parks
Parks & recreation areas
Response rates
School surveys
Social desirability
Social desirability bias
Social surveys
South Carolina
Studies
Surveys
Telephones
Tourism
U.S.A
Valuation
Willingness to pay
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Summary:This paper presents empirical evidence of mode effects in contingent valuation surveys. We conducted an on-site, split-sample contingent valuation survey of visitors to Fort Sumter National Monument, South Carolina. All respondents were told that the survey was being conducted on behalf of the National Park Service. We find that WTP for a fort visit is approximately 23-29% higher when the survey is administered through face-to-face interviews with a ballot box rather than being self-administered by the respondent.
ISSN:0023-7639
1543-8325
DOI:10.2307/3147300