Linking Conjoint Analysis and QFD
Analyzing and Extending Conjoint Analytical Methodologies to Support Large Industrial Applications
- Art: Diplomarbeit
- Autor: Bernd Österreicher
- Abgabedatum: Juli 1998
- Umfang: 219 Seiten
- Dateigröße: 1,2 MB
- Note: 1,0
- Institution / Hochschule: Universität Fridericiana Karlsruhe (TH) Deutschland
- ISBN (eBook): 978-3-8324-1667-6
-
ISBN (Paperback) :
978-3-8324-1667-6 P - ISBN (CD) :978-3-8324-1667-6 CD
- Sprache: Englisch
- Prämierung:
- Arbeit zitieren: Österreicher, Bernd Juli 1998: Linking Conjoint Analysis and QFD, Hamburg: Diplomica Verlag
- Schlagworte: Conjoint Measurement, Methoden, Quality Function Deployment, Erweiterungen, Anwendungen
In den Warenkorb
38,00 €
Diplomarbeit von Bernd Österreicher
Zusammenfassung:
Die vorliegende Arbeit (in Englisch) beschäftigt sich mit der Integration der Methodik Conjointanalyse (CA) in den Quality Function Deployment Prozeß, um den QFD-Prozeß in Entscheidungs- und Bewertungssituationen zu unterstützen. Im Mittelpunkt steht dabei die Untersuchung der gängigen Conjointmethoden auf Anwendbarkeit und Eignung für groß angelegte Studien, wie z. B. QFD-Anwendungen. Detailliert wird dabei auf eine Erweiterung oder Unterstützung der Conjointanalyse eingegangen, um eine Vielzahl an Merkmalen und Merkmalsausprägungen (Kundenanforderungen) berücksichtigen zu können.
Die kommerzielle Anwendung der einzelnen Methodiken, eine Fragebogenauswertung sowie ein Vergleich von 21 CA- und 3 der bekanntesten QFD Software-tools runden diese Arbeit ab.
Abstract:
This paper is structured into 5 chapters:
Chapter 1 contains an introduction into the problem area and the aim of the thesis. Moreover, it gives a survey of the procedure to reach the target of extending and supporting several Conjoint Analysis methodologies to be able for an integration into the Quality Function Deployment approach with its huge amount of customer requirements (attributes and levels).
Chapter 2 shows the integration of Conjoint Analysis and Quality Function Deployment into the Total Quality Management concept as quality improving, customer orientated (key word mass customization), and cost reducing tools. The importance to support Quality Function Deployment by Conjoint Analysis is pointed out to lead over to the main chapter of the paper.
Chapter 3 is dedicated to several Conjoint Analysis models and the way in which to extend and support these methods, so that an integration into a large industrial study such as a Quality Function Deployment application can take place without any problems. To this purpose several conjoint techniques are described in detail, are extended by further techniques, and are compared to each other concerning their validity so that, finally, explicit recommendations can be given. The commercial use of Conjoint Analysis and the method transfer into several software-tools round off this chapter.
Chapter 4 describes the Quality Function Deployment methodology in relation to the aim of this paper. The central subject is the House of Quality and its places where the Conjoint Analysis technique(s) can be applied. Results about the commercial use of several software-tools finish this chapter.
Chapter 5 sums up the results and findings of the paper and gives an outlook for further research in that field.
The appendix presents a huge amount of tables, which list and describe in detail available software-tools referring to Conjoint Analysis and Quality Function Deployment. Some screenshots of QFD software-tools are also given.
Table of Contents:
| 1. | Introduction | 1 |
| 1.1 | Problem Area and Target | 1 |
| 1.2 | Proceeding to Reach the Target | 2 |
| 1.3 | Structure of the Paper | 3 |
| 2. | QFD and CA as a Part of the TQM Concept | 4 |
| 2.1 | The Meaning of Quality | 5 |
| 2.2 | Customer Orientation | 9 |
| 2.3 | Customer Satisfaction by Mass Customization | 13 |
| 2.3.1 | Framework to Effective Mass Customization | 16 |
| 2.3.2 | The Four Faces to Customization | 19 |
| 2.4 | Failure Costs | 21 |
| 2.5 | Supporting QFD through Conjoint Analysis | 25 |
| 2.5.1 | The Weakness of QFD | 25 |
| 2.5.2 | Conjoint Analysis: The Way out of the Dilemma | 27 |
| 2.6 | Summary | 28 |
| 3. | Conjoint Analysis: Methods, Extensions, Use | 29 |
| 3.1 | Methodological Developments in Conjoint Analysis | 31 |
| 3.2 | Self-Explicated Model (SEM) | 34 |
| 3.2.1 | Calculating the SEM Part-Worths | 34 |
| 3.2.2 | Strengths and Weaknesses | 38 |
| 3.3 | Traditional Conjoint Analysis (TCA) | 40 |
| 3.3.1 | The 2-Factors-at-a-Time Trade-off Model | 40 |
| 3.3.2 | The Full Profile Model | 41 |
| 3.3.3 | Strengths and Weaknesses | 47 |
| 3.3.4 | Possibilities to Calculate a Large Experimental Design | 48 |
| 3.3.4.1 | Multimedia Presentation | 49 |
| 3.3.4.2 | Interpolation | 51 |
| 3.3.4.3 | Bridged Traditional Conjoint Analysis (BTCA) | 52 |
| 3.3.4.4 | Validity and Reliability of the BTCA Approach | 56 |
| 3.3.4.5 | Partial Profiles | 58 |
| 3.4 | Hybrid Conjoint Analysis (HCA) | 59 |
| 3.4.1 | Calculating the HCA Part-Worths | 59 |
| 3.4.2 | Model Extensions | 64 |
| 3.4.3 | Further Hybrid Models | 66 |
| 3.4.4 | Strengths and Weaknesses | 68 |
| 3.4.5 | Possibilities to Calculate a Large Experimental Design | 69 |
| 3.4.5.1 | Multimedia Presentation | 69 |
| 3.4.5.2 | Interpolation | 69 |
| 3.4.5.3 | Bridged Hybrid Conjoint Analysis (BHCA) | 69 |
| 3.4.5.4 | Partial Profiles | 72 |
| 3.5 | Adaptive Conjoint Analysis (ACA) | 74 |
| 3.5.1 | Calculating the ACA Part-Worths | 74 |
| 3.5.2 | Strengths and Weaknesses | 77 |
| 3.5.3 | Possibilities to Calculate a Large Experimental Design | 78 |
| 3.5.3.1 | Multimedia Presentation | 78 |
| 3.5.3.2 | Bridged Adaptive Conjoint Analysis (BACA) | 78 |
| 3.6 | IHCA-Models | 79 |
| 3.6.1 | Modified Importances/Desirabilities Model (MID) | 80 |
| 3.6.1.1 | Calculating the IHCA Part-Worths | 80 |
| 3.6.1.2 | Flowchart of the MID Approach | 84 |
| 3.6.2 | Modified Importances / Constrained Desirabilities Model (MICD) | 85 |
| 3.6.3 | Modified Importances (MI) | 85 |
| 3.6.4 | Modified Importances: Convex Combination (MICC) | 86 |
| 3.6.5 | Strengths and Weaknesses | 86 |
| 3.6.6 | Possibilities to Calculate a Large Experimental Design | 88 |
| 3.6.6.1 | Multimedia Presentation | 88 |
| 3.6.6.2 | Bridged Individual Hybrid Conjoint Analysis (BIHCA) | 88 |
| 3.6.6.3 | BIHCA Example Executed Step by Step: | 91 |
| 3.6.6.4 | Partial Profiles | 96 |
| 3.7 | Hierarchical Information Integration (HII) | 98 |
| 3.8 | Suitable Models for a Link to QFD | 99 |
| 3.8.1 | Comparing the Results of Several Models | 100 |
| 3.8.1.1 | Comparing TCA/SEM/HCA | 101 |
| 3.8.1.2 | Comparing TCA/SEM/IHCA/(HCA) | 105 |
| 3.8.2 | Conclusion | 113 |
| 3.8.2.1 | Internal Validity | 114 |
| 3.8.2.2 | Cross Validity | 115 |
| 3.8.2.3 | Summarizing the Results | 119 |
| 3.9 | Conclusion | 121 |
| 3.10 | Commercial Use of Conjoint Analysis | 124 |
| 3.10.1 | Previous Studies | 124 |
| 3.10.2 | A Further Market Analysis | 128 |
| 3.11 | Method Transfer into Software Packages | 131 |
| 3.11.1 | Changes in the Software | 131 |
| 3.11.2 | Conjoint Analysis Tools | 133 |
| 3.11.3 | The Price Region of CA Products | 137 |
| 4. | Quality Function Deployment | 139 |
| 4.1 | Methodological Developments in QFD | 139 |
| 4.2 | QFD Approaches | 141 |
| 4.2.1 | The Comprehensive QFD Approach | 141 |
| 4.2.2 | The 4-Phase Approach | 142 |
| 4.2.3 | The Matrix of Matrices Approach | 143 |
| 4.3 | The House of Quality | 144 |
| 4.4 | Conditions, Targets and Critical Aspects | 150 |
| 4.5 | The Drawbacks of QFD | 152 |
| 4.6 | The Use of CA within QFD | 154 |
| 4.6.1 | Weighting the Customer Requirements by Means of CA | 155 |
| 4.6.2 | Weighting the Correlation Matrix by Means of CA | 155 |
| 4.7 | Commercial Use of QFD | 156 |
| 4.7.1 | QFD in the Car- and Supplying Industry | 156 |
| 4.7.2 | A Further Market Analysis | 157 |
| 4.8 | QFD Software-Tools | 161 |
| 5. | Summary and Outlook | 164 |
| References | 166 | |
| 6. | APPENDIX | 180 |
| 6.1 | Software-Tools for Conjoint Analysis | 180 |
| 6.1.1 | WINDOWS-Charts | 181 |
| 6.1.2 | DOS-Charts | 185 |
| 6.1.3 | STATISTICS-Charts | 191 |
| 6.2 | Software-Tools for QFD | 194 |
| 6.3 | Screenshots of QFD-Tools | 199 |
| 6.4 | E-Mail Questionnaire | 203 |
| Eidesstattliche Erklärung | 205 |
In den Warenkorb
38,00 €
Link zur Arbeit:
http://www.diplom.de/ean/9783832416676
Arbeit zitieren:
Österreicher, Bernd Juli 1998: Linking Conjoint Analysis and QFD, Hamburg: Diplomica Verlag
Schlagworte:
Conjoint Measurement, Methoden, Quality Function Deployment, Erweiterungen, Anwendungen
Entdecken Sie mehr zum Thema
