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Figure 6. Standard structure of an economic valuation survey. Source: Adapted from Pearce et al., 2002.
Before starting to formulate pilot survey questions, it is crucial for the researcher to have a clear idea of what policy change needs to be valued, which non-market good is planned to be changed, and what type of change(s) it is going to be (quantitative or qualitative). These should be briefly reflected in the introduction to the survey, which “sets the scene” for the respondents answering it and gives them the explanation of why the whole study is being done in the first place. The introduction of the researcher in this section should also give a “human face” to the survey, even if it is conducted without direct interaction with the interviewer (through post mail or on-line), as this can establish the relationship of trust and