This paper presents a synthesis of Bock's (1972) nominal categories model and Luce's (1959) choice model for mixed-effects analyses of rank-ordered data. It is shown that the proposed ranking model is both parsimonious and flexible in accounting for preference heterogeneity as well as fixed and random effects of covariates. Relationships to other approaches, including Takane's (1987) ideal point discriminant model and Croon's (1989) latent-class version of Luce's ranking model, are also discussed. The application focuses on a ranking study of behavioral traits that parents find desirable in children.