1. A method of analyzing preferences of one or more participants, the method comprising: presenting to the one or more participants a plurality of evaluation items, where a first set of the evaluation items illustrates a first marketing option, and a second set of the evaluation items illustrates a second marketing option that is different from the first marketing option, and the first and second sets are non-overlapping; obtaining response data from the one or more participants where the response data is indicative of at least an approach toward the plurality of evaluation items by the one or more participants; storing the obtained response data in a memory; computing, by a processor coupled to the memory, relative approach probabilities for the plurality of evaluation items based on the obtained response data; generating, by the processor, for the one or more participants approach entropy values for the first and second marketing options, where the approach entropy values are generated by applying a sum function to the computed relative approach probabilities; and determining for the one or more participants a relative preference order between the first and second marketing options based on the generated approach entropy values for the first and second marketing options.