I have a single question test (disclaimer: it's far from perfect, but does the job a lot of time in making you lean toward each of the technologies):
Is your application more form oriented (e.g. intranet stuff or something) or you are building an Internet-facing Web site (e.g. StackOverflow). In the first case, I'd probably go with Web forms. The latter case is probably better satisfied by ASP.NET MVC.
Another thing: these two are not the only paradigms out there. Before MVC days, I've done several projects by building HTTP Handlers that do the routing and other stuff that MVC does. You could also strip the Web form part of ASP.NET and just use non-server-form Web controls (while you'd do it in a standard Web forms project, I can hardly call this style ASP.NET Web forms).