How many attributes and levels are should I include in a study?

Created by Steve Hoover, Modified on Sun, Jan 14 at 11:15 AM by Steve Hoover

In our experience, typical Conjoint studies using off-the-shelf software have 4 to 6 attributes, each with 3-4 levels.

However, much larger numbers of attributes and levels could be accommodated using specialized data gathering and specialized software.

Commercial studies with more than 30 attributes have been successfully executed.

If there are more than 6 attributes, it might be useful to combine one or more attributes into a single joint attribute.