NDLI: Integration of marketing research techniques into house of quality and product family design

Content Provider	Springer Nature Link
Author	Kazemzadeh, R. B. Behzadian, Majid Aghdasi, Mohammad Albadvi, Amir
Copyright Year	2008
Abstract	Quality function deployment (QFD) is a well-known technique used for designing products and services to reflect customer needs. The first phase of QFD, usually called house of quality (HOQ), is of fundamental and strategic importance in the QFD process. Although the traditional HOQ has been successfully used for several decades, it has often been faced with a number of problems in real application cases. This paper will discuss three main problems: (1) the conceptual gap between customers and designers, (2) the existence of the possible customer segments, and (3) the need for trade-off among different levels of customer needs, which tend to come up in the early stage of the HOQ process. In order to overcome these problems, a new methodology is proposed based on the integration of two marketing research techniques: conjoint analysis and two-stage cluster analysis. Conjoint analysis is used to bridge conceptual gap and to balance different levels of customer needs. A two-stage clustering method is employed to cluster customers into different segments based on the main benefits derived from the conjoint study, and to foster the development of a product family. This paper also introduces three indices, namely, the commonality percentage, the cost reduction, and the satisfaction percentage to analyze the results of developing a generic product in comparison with a product family. A case study on office chair is put forward to illustrate the performance of the proposed methodology.
Starting Page	1019
Ending Page	1033
Page Count	15
File Format	PDF
ISSN	02683768
Journal	The International Journal of Advanced Manufacturing Technology
Volume Number	41
Issue Number	9-10
e-ISSN	14333015
Language	English
Publisher	Springer-Verlag
Publisher Date	2008-06-03
Publisher Place	London
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	QFD HOQ Two-stage cluster analysis Conjoint analysis Benefit segmentation Product family Computer-Aided Engineering (CAD, CAE) and Design Mechanical Engineering Production/Logistics Industrial and Production Engineering
Content Type	Text
Resource Type	Article
Subject	Industrial and Manufacturing Engineering Control and Systems Engineering Mechanical Engineering Computer Science Applications Software

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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