This paper is motivated by a Eurobarometer survey on science knowledge. As
part of the survey, respondents were asked to rank sources of science
information in order of importance. The official statistical analysis of these
data however failed to use the complete ranking information. We instead propose
a method which treats ranked data as a set of paired comparisons which places
the problem in the standard framework of generalized linear models and also
allows respondent covariates to be incorporated. An extension is proposed to
allow for heterogeneity in the ranked responses.