The results of the CV study conducted for the State of Alaska in preparation
for the Exxon Valdez litigation presented here represented the contemporary stateof-the-art,
and therefore, stands as a reference point that may be used to assess
the criticisms of CV and perhaps the more general debate surrounding passive
use. Most of the recommendations made by the NOAA panel to help insure the
reliability of CV estimates of lost passive use had already been implemented in the
Alaska study including: (1) the use of rigorous probability sampling with a high
response rate, (2) in-person interviews, (3) a discrete choice referendum elicitation
format, (4) accurate description of the program, (5) conservative design features,
(6) checks on understanding and acceptance, (7) debriefing questions following the
referendum questions, and (8) careful pretesting. As much of the debate focuses on
old CV studies, or small experiments, a reference point portraying CV practice
when substantial resources were available to undertake the study should enhance
the quality of the debate.