What types of data will be required for measuring the WTP and WTA. What types of analytical model or tool be used to assess the WTP and WTA. How can I develop a questionnaire for required data collection.
Willingness to pay (WTP) = the maximum monetary amount a person would be willing to offer for a good or service.
Willingness to accept compensation (WTA) = the minimum monetary amount required for an individual to forgo some good or service that means opportunity cost.