I’m conducting a comparison of conjoint methods for my master thesis at the moment (with Sawtooth Software). I want to analyze the outcomes of different CA Methods for peoples' willingness-to-pay for smartphones.
Smartphones are complex products and you can easily find 50 attributes which may influence the buying decision of people or their willingness to pay. That's why I want to find attributes which reflect those different needs in very general words.
One example is the attribute "lifestyle": Some people buy their smartphones because they like the brand or the image which goes along with the product. Further I would summarize the appreciation of friends/family for the holding of the product under "lifestyle".
So all in all the word lifestyle summarizes "brand", "image of the product" and "appreciation for the product".
In literature I don't really find any suggestions whether it's possible or not to have multidimensional attributes, explaining the different dimensions in each level. Of course I will get results just for the summarized attribute and not for each sub-attribute/dimension.
Do you see any issues or problems with "multidimensional" attributes especially in the context of different CA methods?
Thanks a lot for your help!