L. L. Thurstone's (1927) model provides a powerful framework for modeling individual differences in choice behavior. An overview of Thurstonian models for comparative data is provided, including the classical Case V and Case III models as well as more general choice models with unrestricted and factor-analytic covariance structures. A flow chart summarizes the model selection process. The authors show how to embed these models within a more familiar structural equation modeling (SEM) framework. The different special cases of Thurstone's model can be estimated with a popular SEM statistical package, including factor analysis models for paired comparisons and rankings. Only minor modifications are needed to accommodate both types of data. As a result, complex models for comparative judgments can be both estimated and tested efficiently.Keywords: Lisrel, preference data, choice models, random utility models, factor analysisThe methods of ranking and paired comparison play an essential role in the measurement of preferences, attitudes, and values. In a ranking task, respondents are presented with a set of alternatives (which, in the literature, are also referred to as options, stimuli, or items) and are asked to order them from most to least preferred. In a paired-comparison task, respondents are presented with pairs selected from the set of available alternatives and are instructed to select the more preferred alternative from each pair. The popularity of paired-comparison and ranking methods can be traced back to three reasons. First, by asking for a comparison of choice alternatives, these methods impose minimal constraints on the response behavior of a respondent. Especially when differences between choice alternatives are small, these methods are likely to provide more information about individual preferences than is obtainable by rating methods. Second, internal consistency checks are available that facilitate the identification of respondents who do not have well-defined preferences, values, or attitudes. If respondents can be shown to be consistent in their judgments, one can have much greater confidence in the obtained measurements and the predictive value of the derived scales in further applications. Third, paired-comparison and ranking data provide a rich source of information about the effects of individual differences and perceived similarity relationships among choice alternatives. This article presents two applications that illustrate this important feature.Because of their versatility, the methods of paired comparison and rankings are used in a wide range of studies.