To determine whether the collection mode affects sample characteristics and value estimates, paper-based (using drop-off/pick-up) and web-based (using an internet panel) modes were tested. The exercise elicited values from Brisbane respondents for future environmental improvement of the Great Barrier Reef. The total per survey cost of the paper-based survey was approximately $70 per survey. The survey took three months to complete. In contrast, the online survey cost approximately $15 per survey and took two weeks to complete. The results show there were no differences in gender, education and income levels between the two groups. In the internet group, however, there were more younger and fewer older people. A comparison of the respondents’ willingness to pay (WTP), as well as other model and behavioural indicators, does not indicate major differences between paper-based and web-based collection modes.