Willingness to pay for vehicle safety features. Phase 1: methodology and survey techniques.

The focus of this project is to determine the amount which Australian car buyers are willing to pay for vehicle safety features that protect occupants in the event of a crash. In the phase 1 report methodologies and survey instruments are examined and evaluated with regard to appropriateness. Suggestions for the implementation of the contingency valuation technique are included, and characteristics of a recommended sample for a survey of this type are outlined. It is concluded that given thoughtful development of survey instruments, identification of the necessary sample of respondents and sensitive implementation, willingness to pay could be effectively quantified. (A)