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Contingent Valuation Focus Groups: Insights from Ethnographic Interview Techniques

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  • Johnston, Robert J.
  • Weaver, Thomas F.
  • Smith, Lynn A.
  • Swallow, Stephen K.

Abstract

Despite the many important uses (and potential abuses) of focus groups in survey design, the CV literature presents few guidelines to aid moderators in their interaction with focus group participants. This paper draws on the theory and practice of ethnographic interviewing to introduce general guidelines that can improve focus groups as an aid to CV research. The proposed guidelines illustrate types of questions that should reduce speculation and moderator-introduced bias in focus group responses, and improve the correspondence between focus group responses and actual behavior. The paper illustrates these ethnographic guidelines through a CV application concerning watershed resources.

Suggested Citation

  • Johnston, Robert J. & Weaver, Thomas F. & Smith, Lynn A. & Swallow, Stephen K., 1995. "Contingent Valuation Focus Groups: Insights from Ethnographic Interview Techniques," Agricultural and Resource Economics Review, Cambridge University Press, vol. 24(1), pages 56-69, April.
    • Handle: RePEc:cup:agrerw:v:24:y:1995:i:01:p:56-69_00
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    1. Thomas H. Stevens & Jaime Echeverria & Ronald J. Glass & Tim Hager & Thomas A. More, 1991. "Measuring the Existence Value of Wildlife: What Do CVM Estimates Really Show?," Land Economics, University of Wisconsin Press, vol. 67(4), pages 390-400.
    2. Schkade David A. & Payne John W., 1994. "How People Respond to Contingent Valuation Questions: A Verbal Protocol Analysis of Willingness to Pay for an Environmental Regulation," Journal of Environmental Economics and Management, Elsevier, vol. 26(1), pages 88-109, January.
    3. Helen R. Neill & Ronald G. Cummings & Philip T. Ganderton & Glenn W. Harrison & Thomas McGuckin, 1994. "Hypothetical Surveys and Real Economic Commitments," Land Economics, University of Wisconsin Press, vol. 70(2), pages 145-154.
    4. Belk, Russell W. & Wallendorf, Melanie, 1990. "The sacred meanings of money," Journal of Economic Psychology, Elsevier, vol. 11(1), pages 35-67, March.
    5. Grunert, Klaus G., 1989. "Attributes, attribute values and their characteristics: A unifying approach and an example involving a complex household investment," Journal of Economic Psychology, Elsevier, vol. 10(2), pages 229-251, June.
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