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Linking Quality Function Deployment and Conjoint Analysis for New Product Design

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Data Analysis and Decision Support

Abstract

In this paper we develop a new approach to evaluate the importance of technical features and engineering characteristics in the eyes of the customer by combining (1) the estimated influence of these so-called product characteristics on relevant product attributes in the eyes of the customer with (2) the estimated importance of these attributes for the customer. For both estimations conjoint analysis is applied. The new approach is compared to the traditional one w.r.t. predictive validity. Two sample applications are used for demonstration. We show that the new approach outperforms the traditional approach.

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Author information

Authors and Affiliations

  1. Brandenburg University of Technology, Konrad-Wachsmann-Allee 1, D-03046, Cottbus, Germany

    Daniel Baier (Chair of Marketing and Innovation Management) & Michael Brusch (Chair of Marketing and Innovation Management)

Authors
  1. Daniel Baier
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  2. Michael Brusch
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Editor information

Editors and Affiliations

  1. Institute of Business Administration and Economics, Brandenburg University of Technology Cottbus, Konrad-Wachsmann-Allee 1, 03046, Cottbus, Germany

    Daniel Baier (Chair of Marketing and Innovation Management) (Chair of Marketing and Innovation Management)

  2. Department of Business Administration and Economics, Bielefeld University, Universitätsstr. 25, 33615, Bielefeld, Germany

    Reinhold Decker (Chair of Marketing) (Chair of Marketing)

  3. Computer Based New Media Group (CGNM), Institute for Computer Science, University of Freiburg, Georges-Köhler-Allee 51, 79110, Freiburg, Germany

    Lars Schmidt-Thieme

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Baier, D., Brusch, M. (2005). Linking Quality Function Deployment and Conjoint Analysis for New Product Design. In: Baier, D., Decker, R., Schmidt-Thieme, L. (eds) Data Analysis and Decision Support. Studies in Classification, Data Analysis, and Knowledge Organization. Springer, Berlin, Heidelberg. https://doi.org/10.1007/3-540-28397-8_21

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