The basic physical principles underlying different experimental methods frequently used for the determination of orientational order parameters of liquid crystals are reviewed. The methods that are dealt with here include the anisotropy of the diamagnetic susceptibility, birefringence, linear dichroism, Raman scattering, fluorescence depolarization, electron paramagnetic resonance (EPR), and nuclear magnetic resonance (NMR). The fundamental assertions that can be obtained by the different methods as well as their advantages, drawbacks and limitations are inspected. Typical sources of uncertainties and inaccuracies are discussed. To quantitatively evaluate the experimental data with reference to the orientational order the general tensor formalism developed by Schmiedel (Wiss. Z. KMU Leipzig, Math.-Naturwiss. R. 33 (1984) 441) was employed throughout according to which the order matrix comprises 25 real elements yet. Within this context the interplay of orientational ordering and molecular conformation is scrutinized.