We're potentially looking into running a study in which there could be as many as 35 attributes that would be evaluated (each with 2-4 levels). Since this is too many attributes, I was thinking of using MaxDiff on the fly to evaluate which 5 or 6 attributes are most important to respondents and feed those into a conjoint exercise (which I guess would have to be an ACA). Does this notion have any red flags? Are there any papers showing how I should implement and what I should look out for? Would it be possible to use a choice-based conjoint approach instead of a ratings based approach? Are there alternative approaches I should consider instead of the one I described above?