Hi everyone, I am designing a conjoint and want to understand if I can combine utilities of levels within an attribute to see if share of preference increases or not? For instance, let's say we have the following product combinations with utilities:
Brand A 40 Service 1 20 $ 50 90
Brand B 60 Service 2 10 $ 75 40
Brand C 20 Service 3 0 $ 100 0
Can I add the utilities and compare them in the following way:
Brand A + Service 1 + Service 2 + $50 = 40 + 20 + 10 + 90 = 160
Brand A + Service 1 + $50 = 40 + 20 + 90 = 150
Essentially, I combine Service 1 and 2 to increase the share of preference of the product because the client can offer multiple services in a product.
Thank you for your help!