The paper discusses the way that values have been measured and suggests an alternative way to collect values data. A recently developed approach, termed Best Worst Scaling, developed by Louviere and his colleagues, offers an opportunity to collect such data in a way that may produce more desirable values estimates. Kahle's (1983) List of Values, which has been widely employed in consumer research, was used to examine differences between the new approach and traditional ratings and rankings approaches. The results suggest that the new technique may provide better outcomes and that researchers should think about its potential usefulness in future research with these and other scales. © 2007 Wiley Periodicals, Inc.