This study focuses on the estimation of the Emax dose-response model, a widely utilized framework in clinical trials, agriculture, and environmental experiments. Existing challenges in obtaining maximum likelihood estimates (MLE) for model parameters are often ascribed to computational issues but, in reality, stem from the absence of a MLE. Our contribution provides a new understanding and control of all the experimental situations that practitioners might face, guiding them in the estimation process. We derive the exact MLE for a three-point experimental design and we identify the two scenarios where the MLE fails. To address these challenges, we propose utilizing Firth's modified score, providing its analytical expression as a function of the experimental design. Through a simulation study, we demonstrate that, in one of the problematic cases, the Firth modification yields a finite estimate. For the remaining case, we introduce a design-augmentation strategy akin to a hypothesis test.
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