I am working my way through Bryan's excellent text on conjoint analysis, and I have a perhaps naive question. Most of the examples are framed in terms of competing product concepts defined by product attributes and levels. But I am wondering if I can use conjoint analysis to help with a portfolio research problem. Our association is considering raising dues, and we want to know the value our members place on various uses for those dues. There are four categories (attributes of the portfolio) and several options (levels) for each. For example:
Expand exisitng services
Expand LOMA program
Expand ethics program
Expand advocacy program
Don't expand exisitng programs
Launch new services
New lawyer training
New lawyer mentoring
Practice support referral
Don't launch new services
Financial objectives
Pay down debt
Rebuild reserves
Balance budget
Don't work towards financial objectives
Dues increase
$5, $10, $15, $20
Question: Can conjoint analysis be used to inform a portfolio decision like this, or is there something intrinsic about the way CA works such that the attributes have to be about a single entity, like a product?