We informed the respondents that the price of broiler chicken raised under the conventionalfarming method was 50 NTD/kg (NTD is new Taiwanese dollar). Accordingly, the correspondingmonetary values for the various intervals were as follows: Interval 1, 0–12.5 NTD; Interval 2, 12.5–25 NTD; Interval 3, 25–37.5 NTD; Interval 4, 37.5–50 NTD; and Interval 5, 50–1 NTD. The survey elicited both the strength and intervals of respondents’ willingness to pay for high welfare broilers. Therefore, both the ordered probit model and interval data method can be used. The factors that aect the WTP for high welfare broiler can be verified by both methods.