The contingent valuation method (CVM) is a technique which calculates the economic value of intangible goods in the manner of relative easiness and effectiveness. However, there are critics arguing that the result might be somewhat detached from the actual preference in reality and that the valuation result suggested by respondents on non-market goods could turn out differently depending on the survey design. This study examines the bid price setting of the double-bounded dichotomous choice CVM. To put it another way, this study suggests the following stage-by-stage methods: 1) to set the first lowest bid and the first highest bid within a certain scope; 2) to divide the amount between the highest and the lowest into a few temporal sections; 3) to compare and analyze the methods between i) providing respondents with the prices of each sector as the first bid and ii) calculating the optimal bid to be suggested to respondents, from the perspective of the estimated willingness to pay; and 4) to mix all bids.

According to the simulation analysis, a higher standard deviation of the pre-research data accompanies not only high bias on the willingness to pay but also a significantly high distribution on it, regardless of the bid suggestion methods. In other words, as the standard deviation of the pre-research data grows higher, the bias and distribution on the estimated willingness to pay tends to increase, but at the same time the bid price setting method of suggesting the optimal bid price turns out to be relatively superior, indicating its higher effectiveness in estimating the willingness to pay. However, on the bias side of willingness to pay, no meaningful differences are found depending on the suggestion methods.

It is possible that the bid price itself is wrongly set or set without sufficient available information on the concerned business. Despite that—the bid price might cause a decisive impact on the effectiveness of the willingness to pay—no opportunities for correction is given. Considering this study was conducted one time only and collectively, this study suggests a step-by-step research method which in sequence corrects the bid prices, a critical determinant to the effectiveness of the estimated willingness to pay.

제1장 연구의 배경 및 목적

제2장 제시금액 산출방법에 대한 기존 연구 고찰

제3장 예비타당성조사에서의 CVM 조사 및 제시금액
　제1절 예비타당성조사에서의 CVM 조사절차
　제2절 예비타당성조사에서의 제시금액 및 응답비율

제4장 모의실험을 통한 제시금액 분석
　제1절 개 요
　제2절 자료 생성을 위한 모의실험
　제3절 제시금액에 따른 지불의사액 추정 결과

제5장 종합 및 결론

참고문헌