Abstract
Thurstone scaling is widely used in marketing and advertising research where various methods of applied psychology are utilized. This article considers several analytical tools useful for positioning a set of items on a Thurstone scale via regression modeling and Markov stochastic processing in the form of Chapman-Kolmogorov equations. These approaches produce interval and ratio scales of preferences and enrich the possibilities of paired comparison estimation applied for solving practical problems of prioritization and probability of choice modeling.
DOI
10.22237/jmasm/1367381460
Included in
Applied Statistics Commons, Social and Behavioral Sciences Commons, Statistical Theory Commons
