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Paired Comparison Product Testing when Individual Preferences are Stochastic: An Alternative Model

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  • Gareth Horsnell

Abstract

Wierenga (1974) has asserted that the preference of an individual in a paired comparison product test is stochastic, i.e. the probability p, that he will prefer one of the two alternatives is not 0 or 1, but lies somewhere between these values and is itself variable over the population. This paper shows that Wierenga's data are adequately fitted by a composite model where some responses are deterministic and some are random with a common probability of choice between the two products. It is also demonstrated that the composite model provides a better basis for inference and decision‐making and it is argued that Wierenga's proposed stochastic distribution is an unnecessary assumption in the conditions of product testing.

Suggested Citation

  • Gareth Horsnell, 1977. "Paired Comparison Product Testing when Individual Preferences are Stochastic: An Alternative Model," Journal of the Royal Statistical Society Series C, Royal Statistical Society, vol. 26(2), pages 162-172, June.
    • Handle: RePEc:bla:jorssc:v:26:y:1977:i:2:p:162-172
    DOI: 10.2307/2347024
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    Cited by:

    1. Bruce Buchanan, 1988. "A model for repeat paired comparison preference tests," Psychometrika, Springer;The Psychometric Society, vol. 53(2), pages 209-221, June.

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