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| Author: | Pullman, M. E. Moore, W. L. Wardell, D. G. |
| Title: | A comparison of quality function deployment and conjoint analysis in new product design |
| Journal: | Journal of Product Innovation Management
2002 : SEP, VOL. 19:5, p. 354-364 |
| Index terms: | QUALITY CONJOINT ANALYSIS NEW PRODUCTS COMPARATIVE RESEARCH |
| Language: | eng |
| Abstract: | In this work, the authors compare two product design approaches, quality function deployment (QFD) and conjoint analysis, by applying each to the design of a new all-purpose climbing harness for the beginning / intermediate ability climber that would complement a lead, manufacturer's existing product line. While many of the optimal design features were the same under both approaches, the differences all us to highlight the strengths of each approach. With conjoint analysis, it was easier to compare the most preferred features (i.e., ones that maximized sales) to profit maximizing features and also to develop designs that optimize product line sales or profits. On the other hand QFD was able to highlight the fact that certain engineering characteristics or design features had both positive and negative aspects. |
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