I want to find out, which features of a product are most important to potential customers. But the different levels/features of the attributes are not mutually exclusive (E.g. Attribute: Optional Features. Levels: Sunroof, GPS System, Extended Warrenty).
Sawtooth gives 2 options how to deal with this issue:
a) either create an attribute with all potential combinations of these features or b) formulate three separate attributes each with two levels (feature exists and feature does not exist). [Taken from: https://www.sawtoothsoftware.com/download/techpap/formatt.pdf]
I understand that with option a) one can measure the interactions between the features, but does it make sense to do a conjoint analysis for a problem like this? Besides the price I would only have non mutually exclusive features. Therefore I'd either have many attributes with only "exists" and "does not exist" level or I'd have many levels per attribute with different combination of the features.
Which option is better regarding the validity of the results? Which is easier reagarding theevaluation and interpretation of the results?
I'd really appreciate your help!