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Thurstone scaling is widely used in marketing and advertising research where various methods of applied psychology are utilized. This article considers several analytical tools useful for positioning a set of items on a Thurstone scale via regression modeling and Markov stochastic processing in the form of Chapman-Kolmogorov equations. These approaches produce interval and ratio scales of preferences and enrich the possibilities of paired comparison estimation applied for solving practicaldoi:10.22237/jmasm/1367381460 fatcat:a6e4iw2yonehxibsbtfk5ysa54