Edited by Anna Alberini and James R. Kahn
Chapter 16: Choice Modeling of Farmer Preferences for Agroforestry Systems in Calakmul, Mexico
James F. Casey 16.1 Introduction To this point we have heard plenty about the Contingent Valuation Method (CVM); its uses, beneﬁts, diﬀerent implementation strategies and its importance for policy. But, what about alternatives to CVM? Are there any? Why might we want an alternative? We may want an alternative for several reasons. First, Kahn, in (Prato, 1998) criticizes contingent valuation as being too narrow and only allowing for single attribute valuation. Second, as Opaluch and Swallow (1993) points out, it is easy to develop ‘scores’ for systems by simply using the coeﬃcients on individual attributes and multiplying by a speciﬁc level of the attribute. Finally, CVM estimates may be biased upwards because of ‘yea-saying’ and a lack of consideration for substitutes (Stevens et al., 1997). An alternative to CVM is choice modeling (CM). Originally termed conjoint analysis and now commonly referred to as attribute-based methods (Holmes and Adamowicz, 2003) or choice experiments (Shrestha and Alavalapati, 2004), CM is now the most common alternative to CV for valuing nonmarket goods and services. The rest of the chapter will answer two simple questions: (1) What is choice modeling?, and (2) How does one conduct a choice modeling experiment? The emphasis of this chapter is on question number 2 and a case study is used in order to illustrate how to conduct an actual choice modeling experiment. In combination with the chapter by Stewart and Kahn, this will allow the reader of the book to have a good understanding...
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