The Exxon Valdez CV survey instrument was developed over an 18-month period
from July 1989 to January 1991. It was designed to be administered, face-toface,
to a national sample. The central part of the survey instrument was the
valuation scenario that described the damages caused by the Exxon Valdez oil
spill and established a referendum market for eliciting the value respondents
place on preventing a future accident that would cause an equivalent amount of
damage in the Prince William Sound area. Other questions preceding and following
the scenario asked about the respondent's attitudes, previous awareness of the
spill, understanding of the scenario, and personal characteristics. At appropriate
places during the in-person interview, display cards, photographs, and maps were
shown to the respondent to supplement the information conveyed verbally by the
interviewer.