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Activity Number: 200
Type: Contributed
Date/Time: Monday, August 7, 2006 : 2:00 PM to 3:50 PM
Sponsor: Section on Statistics and Marketing
Abstract - #306672
Title: Thurstone Scaling via Maximum Likelihood in Order Statistics
Author(s): Stan Lipovetsky*+
Companies: GfK-CRI
Address: 8401 Golden Valley Road, Minneapolis, MN, 55427,
Keywords: Thurstone scale ; order statistics ; paired comparisons ; ranks ; maximum likelihood ; marketing research
Abstract:

Thurstone scaling is widely used for finding priorities among the compared items. This work considers maximum likelihood objective constructed by the probabilities of the order statistics applied to the ranked or paired comparison data. Probit, logit, and multinomial links are tried to obtain the Thurstonian scale and to estimate probabilities of the items' choice. This approach is convenient and can substantially enrich both theoretical interpretation and practical application of Thurstone modeling, particularly, in marketing and advertising research.

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