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is a very general way to find best-fit parameters once you have decided on a parametric equation. And the optimization toolbox has a range of more-sophisticated ways.
Comparing the merits of one parametric equation against another, however, is a deep topic. The main thing to be aware of is that you can always tweak the equation, adding another term or parameter or whatever, and get a better fit in terms of lower sum-squared-error or whatever other goodness-of-fit metric you decide is appropriate. That doesn't mean it's a good thing to keep adding parameters: your solution might be becoming overly complex. In the end the most reliable way to compare how well two different parametric models are doing is to cross-validate: optimize the parameters on a subset of the data, and evaluate only on data that the optimization procedure has not yet seen.