• Journal of Korean Society of Transportation
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• v.22 no.6
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• pp.197-206
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• 2004

In ranking data, respondents are required to rank a number of alternatives in order of their preferences and an exploded logit model is generally used. It assumes that each rank contains the same amount of random noise. This study investigates the reliability of ranking data and identifies whether there are different decision rules at each rank stage. The results show that there were differences in the amount of unexplained variation in different ranking stage. A single scaling parameter could not explain the difference of variations of individual coefficients between two ranking data average difference of variations. This paper also investigated the optimal explosion depth in the exploded logit model by using the suggested scaling approach. The scaling approach should be based on particular variables which have different variances rather than based on the whole data set. The empirical analysis show that an explosion depth of 2 is appropriate after scaling the second rank data set, while an explosion including the third rank is inappropriate even though the third rank data set is scaled.