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Marketing researchers use the multinomial logit (MNL) model to analyze discrete choice, and estimate parameters either by maximum likelihood (ML) or minimum logit chi square (MLCS). Some controversy persists, however, over which is better. Review articles in marketing recommend ML over MLCS, but the statistics literature suggests that MLCS should be preferred. No studies have directly compared the performance of ML and MLCS in a marketing context. The authors assess the relative performance of ML, MLCS, and three other candidate estimators for MNL marketing applications involving repeated-measures datasets collected by means of multiple-subset designs. In contrast to most previous findings in the statistics literature, the results strongly support the use of ML. ML is found to outperform the other estimators on a variety of point estimation, predictive accuracy, and statistical inference criteria and ML …