Over the past two decades conjoint measurement has been a popular method for measuring customers’ preference structures. Wittink and Cattin (1989) estimate that about 400 commercial applications were carried out per year during the early 1980s. In the 1990s this number probably exceeds 1000. The popularity of conjoint measurement appears to derive, at least in part, from its presumed superiority in validity over simpler, less expensive techniques such as self-explication approaches (Leigh, MacKay and Summers 1984). However, when considered in empirical studies, this superiority frequently has not been found (e.g. Green and Srinivasan 1990; Srinivasan and Park 1997). This issue is of major practical relevance. If, at least in certain situations, conjoint measurement is not clearly superior in validity to self-explicated approaches, it becomes highly questionable whether future applications for measuring customers’ preferences should be done by conjoint measurement, as self-explicated approaches are clear advantageous in terms of time and money effort.