New models for the analysis of paired comparison data; segmentation of the panel

Paired comparison experiments provide an efficient tool for the assessment of the preferences. We propose two hierarchically organised models for the analysis of paired comparison data. The first model is easy to interpret and allows straightforward ranking of the products according to the scores derived from the model. The second model is likely to lead to a better fit of the data and allows a graphical display of the products on a plane. A procedure of segmentation of the panel performing the paired comparison test is also discussed.