Traditional self-report ratings have some measurement problems that a relatively new method, best-worst scaling (BWS; Finn & Louviere. 1992), may overcome. This alternative method, based oil Louviere's BWS, can be used to measure the relative importance or perceived trade-offs among choice alternatives. The method is illustrated as an alternative to the Schwartz Value Survey (SVS; Schwartz, 1992). In a series of samples, it was found that Schwartz values best-worst survey (SVBWS) reproduced Schwartz's (1992) theoretical value structure and supported hypothesized relationships between values and value-expressive behaviors, ethnocentrism, and environmental-related tourism activities. In addition, the SVBWS approach took significantly less respondent time than the traditional SVS approach.