Using dichotomous choice contingent valuation methods to measure potential demand for a cable television service
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The dichotomous choice contingent valuation (DC-CV) surveys are used to assess demands in hypothetical markets and recently have been applied widely to the valuation of non-market resources. This interviewing strategy holds considerable promise for more general market research applications. The two purposes of this paper are : to introduce and test an extension of DC-CV methods to pre-test-market evaluation using a new cable television service, educational near video-on-demand service; and to measure potential demand of the service and analyze the determinants of the demand. On the whole, respondents accepted the contingent market and were willing to contribute a significant amount, on average. This willingness varies according to individual characteristics and concerns about the service. Finally, the study discusses the importance of including valuation method in a pre-test-market evaluation of the service and presents the implications of the results, such as the mean willingness to pay (WTP) and the effects of individual characteristics and concerns about the service on the WTP. It is concluded that the methods are potentially a useful tool for decision-makers in considering the provision of the service.
Abstract
The dichotomous choice contingent valuation (DC-CV) surveys are used to assess demands in hypothetical markets and recently have been applied widely to the valuation of non-market resources. This interviewing strategy holds considerable promise for more general market research applications. The two purposes of this paper are : to introduce and test an extension of DC-CV methods to pre-test-market evaluation using a new cable television service, educational near video-on-demand service; and to measure potential demand of the service and analyze the determinants of the demand. On the whole, respondents accepted the contingent market and were willing to contribute a significant amount, on average. This willingness varies according to individual characteristics and concerns about the service. Finally, the study discusses the importance of including valuation method in a pre-test-market evaluation of the service and presents the implications of the results, such as the mean willingness to pay (WTP) and the effects of individual characteristics and concerns about the service on the WTP. It is concluded that the methods are potentially a useful tool for decision-makers in considering the provision of the service.