Maximum likelihood additivity analysis

A maximum likelihood estimation procedure was developed to fit unweighted and weighted additive models to conjoint data obtained by the categorical rating, the pair comparison or the directional ranking method. The scoring algorithm used to fit the models was found to be both reliable and efficient, and the program MAXADD is capable of handling up to 300 parameters to be estimated. Practical uses of the procedure are reported to demonstrate various advantages of the procedure as a statistical method.The research reported here was supported by Grant A6394 to the author from the Natural Sciences and Engineering Research Council of Canada. Portions of this research were presented at the Psychometric Society meeting in Iowa City, Iowa, in May, 1980.Thanks are due to Jim Ramsay, Justine Sergent and anonymous reviewers for their helpful comments.Two MAXADD programs which perform the computations discussed in this paper may be obtained from the author.