Thurstone scaling via binary response regression

Thurstone scaling is a widely used tool in marketing research, as well as in areas of applied psychology. The positions of the compared items, or stimuli on a Thurstone scale are estimated by averaging the quantiles corresponding to frequencies of each stimulus’s preference over the other stimuli. We consider maximum likelihood estimation for Thurstone scaling that utilizes paired comparison data. From this perspective we obtain a binary response regression with a probit or logit link. In addition to the levels on a psychological scale, the suggested approach produces standard errors, t-statistics, and other characteristics of regression quality. This approach can help in both the theoretical interpretation and the practical application of Thurstone modeling.