This paper presents a comparison of willingness to pay (WTP) estimates generated from a dichotomous choice (DC) contingent valuation experiment and a choice experiment (CE). The study was conducted with subjects undergoing assisted reproductive techniques in the Grampian area of Scotland. Subjects first completed a DC WTP questionnaire. They were sent a CE questionnaire two months later. Welfare estimates for the DC WTP study and CE were not significantly different. Important research questions are raised concerning the validity of the various approaches to estimating WTP.
Copyright 2003 John Wiley & Sons, Ltd.