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The Integrated Ocean Observing System of the United States provides a large variety of oceanographic and related data at no charge through 11 Regional Associations. Since the data is distributed without price it is difficult to determine the economic value of the data. That value is useful in explaining and justifying the investment in ocean observing. This study applies discrete choice modeling to determine valuation of the data for users of data through the RA websites. The study found annual values of $190 to $220 million, and these estimates are considered highly conservative. A guide for replication of the valuation study is included.