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Extending dichotomous choice contingent valuation methods to pre-test-market evaluation: the case of a cable television service

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  • Seung-Hoon Yoo

Abstract

The purpose of this paper is to introduce and test an extension of dichotomous choice contingent valuation methods to pre-test-market evaluation using the specific case of a cable television service. 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. It is concluded that the methods are potentially a useful tool for decision-makers in considering the provision of the service.

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  • Seung-Hoon Yoo, 2002. "Extending dichotomous choice contingent valuation methods to pre-test-market evaluation: the case of a cable television service," Applied Economics Letters, Taylor & Francis Journals, vol. 9(5), pages 315-318.
    • Handle: RePEc:taf:apeclt:v:9:y:2002:i:5:p:315-318
    DOI: 10.1080/13504850110070005
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    References listed on IDEAS

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    1. Michael Hanemann & John Loomis & Barbara Kanninen, 1991. "Statistical Efficiency of Double-Bounded Dichotomous Choice Contingent Valuation," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 73(4), pages 1255-1263.
    2. Krinsky, Itzhak & Robb, A Leslie, 1986. "On Approximating the Statistical Properties of Elasticities," The Review of Economics and Statistics, MIT Press, vol. 68(4), pages 715-719, November.
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    Cited by:

    1. Kim, Min Sung & Kim, Eun & Hwang, ShinYoung & Kim, Junghwan & Kim, Seongcheol, 2017. "Willingness to pay for over-the-top services in China and Korea," Telecommunications Policy, Elsevier, vol. 41(3), pages 197-207.
    2. Arnold, René & Waldburger, Martin & Morasch, Bastian & Schmid, Frieder & Schneider, Anna, 2015. "The value of network neutrality to European consumers," 26th European Regional ITS Conference, Madrid 2015 127121, International Telecommunications Society (ITS).

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