Structural equation modeling of paired-comparison and ranking data.

L. L. Thurstone's (1927) model provides a powerful framework for modeling individual differences in choice behavior. An overview of Thurstonian models for comparative data is provided, including the classical Case V and Case III models as well as more general choice models with unrestricted and factor-analytic covariance structures. A flow chart summarizes the model selection process. The authors show how to embed these models within a more familiar structural equation modeling (SEM) framework. The different special cases of Thurstone's model can be estimated with a popular SEM statistical package, including factor analysis models for paired comparisons and rankings. Only minor modifications are needed to accommodate both types of data. As a result, complex models for comparative judgments can be both estimated and tested efficiently.