Abstract
The method of paired comparisons is used to measure individuals’ preference
orderings of items presented to them as discrete binary choices.
This paper reviews the theory and application of the paired comparison
method, describes a new computer program available for eliciting
the choices, and presents an analysis of methods for scaling paired
choice data to estimate an interval scale measure of preference.
A new procedure for isolating an individual’s inconsistent choices
is described. Using data from five empirical studies, the reliability
of respondents’ paired choices is assessed using measures of internal
reliability, choice consistency, and test-retest reliability.
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