Integrated value assessment using paired comparisons

A survey methodology is described which uses paired comparisons in combination with contingent valuation to assess individuals' values concerning the conservation of a rare mammal species - the Mountain Pygmy-possum (Burramy sparvus). Value expressions which can be accommodated by economic theory are distinguished from those which are best represented by a noncompensatory preference structure. A procedure for aggregating data involving these two categories of value expression is described. This integrated value assessment is more inclusive than the conventional approach of using contingent valuation and other economic data within a benefit cost framework. A comprehensive assessment of the value implications of a proposal can be undertaken, in which the actual (rather than assumed) structures of individuals' values are taken into account.