Thurstonian modeling of ranking data via mean and covariance structure analysis

Although Thurstonian models provide an attractive representation of choice behavior, they have not been extensively used in ranking applications since only recently efficient estimation methods for these models have been developed. These, however, require the use of special-purpose estimation programs, which limits their applicability. Here we introduce a formulation of Thurstonian ranking models that turns an idiosyncratic estimation problem into an estimation problem involving mean and covariance structures with dichotomous indicators. Well-known standard solutions for the latter can be readily applied to this specific problem, and as a result any Thurstonian model for ranking data can be fitted using existing general purpose software for mean and covariance structure analysis. Although the most popular programs for covariance structure analysis (e.g., LISREL and EQS) cannot be presently used to estimate Thurstonian ranking models, other programs such as MECOSA already exist that can be straightforwardly used to estimate these models.