NDLI: Testing Subjective Bias in the Analysis of the Customer Needs

Content Provider	The American Society of Mechanical Engineers (ASME) Digital Collection
Author	Takai, Shun Ishii, Kosuke
Copyright Year	2004
Abstract	Collecting and grouping customer needs and constraints by similarity are essential steps in market-driven product development. This paper introduces an overall procedure to collect and structure customer needs and constraints with the emphasis on grouping customer needs by similarity. In particular, this paper applies a statistical methodology (Subjective Clustering) to test for an indication that a few participants’ opinions (information) dominate the others’ when grouping customer needs using the consensus-based method (Affinity Diagram). Biased use of participants’ information may lead to clusters inaccurately representing customer needs, which this paper defines as “subjective bias.” Using both Affinity Diagram and Subjective Clustering, one can test and correct the subjective bias while maintaining strong buy-in of the clusters by the participants.
Sponsorship	Design Engineering Division and Computers and Information in Engineering Division
Starting Page	935
Ending Page	943
Page Count	9
File Format	PDF
ISBN	0791846962
DOI	10.1115/DETC2004-57777
e-ISBN	0791837424
Volume Number	Volume 3d: 8th Design for Manufacturing Conference
Conference Proceedings	ASME 2004 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference
Language	English
Publisher Date	2004-09-28
Publisher Place	Salt Lake City, Utah, USA
Access Restriction	Subscribed
Subject Keyword	Subjective clustering Constraints Hierarchical clustering Customer needs Affinity diagram Product development Testing
Content Type	Text
Resource Type	Article

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