Conjoint Analysis

Before a conjoint analysis questionnaire itself can be used, background information concerning the current practices of salmon fishing, commercial and public, and measures of pollution emitted by the fisheries and other industrial sources operating on the Columbia River will need to be researched. The background information will then be provided to the respondents so that they can make educated decisions. The goal of this conjoint analysis survey is to get a clear understanding of the social valuation of Columbia River salmon, in and out of the market, by using the background information in a multi-variable, rank-scenario-type questionnaire.

Questions Used to Obtain Background Information

-To the Fish and Wildlife Department:

Estimate the contributions of 1) commercial fisheries – including their pollution,

2) Pollution by other local industries, and 3) public fishing to the depletion

of Columbia River Salmon.

-To commercial fishermen:

What is your average salmon catch in lbs./week?

What is the typical market price per lb. of salmon?

What pollutants do you emit into the water and how much of each?

What current catch limits or restrictions, if any, do you currently face?

-To pollution sources:

What pollutants do you emit into the water and how much of each?

Do you know of the effects these pollutants have on the salmon population? If so,

Please briefly explain.

What sort of pollution control, if any, do you currently employ?

How is your pollution regulated?

-To public fishermen:

How much did your fishing license cost and what privileges does it give you?

What are your catch restrictions per outing (size and number of salmon)?

What is your average salmon catch, in lbs./month?

What do you pay for 1 lb. of salmon at the grocery store?

Conjoint Analysis Questionnaire

-Demographic Information

Gender : Age:

Yearly Salary: Occupation:

Hometown: Ethnicity:

Number of Children: How often do you eat salmon?

-Scenario-Type Survey

Following a summary of the background information obtained from the above questions, the following variables will be evaluated:

-pollution levels

-market price of salmon

-license fees

-size and number of catch restrictions on license holding public fishermen

-restriction policies on the catch of commercial fisheries

-future depletion and/or repletion rates of salmon

These are the variables with which the public would be surveyed. A sample survey of nine scenarios each to be given a ranking from 1 (not at all desirable) to 5 (very desirable) is shown below. Scenario # 9 represents the status quo. Independent and dependent variations of the variables are addressed, so it is possible to assess which of the variables are valued most, and how the variables are related. Finally, given the market failures, background information, and survey results, the most efficient scenario would be determined. Note: This is only a sample and should not be taken as the actual conjoint analysis survey to be used if such a project is ever undertaken. Once enough background information is collected, these variables could be investigated more thoroughly.

SCENARIOS

Level of Pollution		Market Price Per lb. Salmon	Public Fishing License Fee	Public Fishing Catch Maximum	Commercial Fishing Catch Restrictions	Depletion / Repletion Rates of Salmon
1	Potentially Hazardous	$7.50	$25	2 fish/day	Lenient Restrictions	- 3.5 % / year
2	Potentially Hazardous	$7.50	$30	4 fish/day	Heavy Restrictions	- 1.0 % / year
3	Moderate	$8.00	$25	2 fish/day	Moderate Restrictions	- 1.5 % / year
4	Moderate	$8.50	$25	3 fish/day	Moderate Restrictions	- 1.0 % / year
5	Low	$9.00	$30	3 fish/day	Moderate Restrictions	- 0.5 % / year
6	Low	$10.00	$20	1 fish/day	Lenient Restrictions	- 1.5 % / year
7	Very Low	$11.00	$25	3 fish/day	Heavy Restrictions	+ 0.5 % / year
8	Very Low	$11.00	$20	2 fish/day	Moderate Restrictions	0.0 % change / year
9	Moderate	$9.50	$24	2 fish/day	Lenient Restrictions	- 2.5 % / year