Conjoint-HoQ: evolving a methodology to map market needs to product profiles

Andrew Olewnik and Vijay Ganesh Hariharan

International Journal of Product Development, 2010, vol. 10, issue 4, 338-368

Abstract: This paper presents a methodology, Conjoint-HoQ (House of Quality (HoQ)) which is meant to provide an alternative approach to the traditional HoQ tool. Specifically, the proposed method derives relationship scales – replacing the designer-determined scales in the traditional approach – through integration of conjoint analysis into the HoQ framework. The steps of the Conjoint-HoQ method are presented in detail with an accompanying hypothetical example: the design of a hair dryer. Additionally, the internal validation of the method is demonstrated and a discussion regarding external validation is included. A number of research issues critical to implementation in industry are also identified and discussed. The resulting methodology is representative of the evolution of design tools required to improve the validity of design decisions and sets a foundation for supporting the emerging paradigm of mass customisation.

Keywords: quality function deployment; QFD; house of quality; conjoint analysis; conjoint-HoQ; customer-driven design; mass customisation; decision-based design; relationship scales; designer-determined scales; hair dryers; design tools; decision making; integration; new product development; NPD. (search for similar items in EconPapers)
Date: 2010
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=31978 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijpdev:v:10:y:2010:i:4:p:338-368

Access Statistics for this article

More articles in International Journal of Product Development from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().