Thus , choice frequencies estimate the utilities on the relevant latent scale .
RUMs assume that an estimate of how much a respondent prefers item A over item B is provided by how often item A is chosen over item B in repeated choices .
Choice frequencies estimate the utilities on the relevant latent scale .
RUMs assume that an estimate of how much a respondent prefers item A over item B is provided by how often item A is chosen over item B in repeated choices .