Now that you know more about surveys as a tool for eliciting WTP, can you help Jim Holzman design a survey that would inform him on how best to price the playoff tickets? Try to design a survey that would use the strengths of the survey method while avoiding the pitfalls we have discussed.

Question 1: Who will be in your sample? When, where, and how will you survey those people? Describe the procedure you will use to target respondents.

Question 2: You have one question to ask your respondents. What will it be?