The following closed ended question was posed; “In general, which of the following does your company consider to be the best discount rate?” The vast majority, 83.2% chose WACC, while 7.4% chose the cost of debt, 1.5% chose the cost of retained earnings, and 1.0% chose the cost of new equity. A minority (5.4%) chose cost of equity for a project financed with equity and cost of debt for a project financed with debt and 1.5% indicated they had another measure for calculating the base discount rate. 10 The results indicate that WACC was the strong preference among the respondents, in alignment with academia.