1 7-1

McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc., All Rights Reserved.

2 7-2 CHAPTER SEVEN

ANALYTICAL ATTRIBUTE APPROACHES:

TRADE-OFF ANALYSIS AND QUALITATIVE TECHNIQUES

3 7-3Trade-Off (Conjoint) Analysis

• Put the determinant attributes together in combinations or sets.

• Respondents rank these sets in order of preference.

• Conjoint analysis finds the optimal levels of each attribute.

4 7-4

Thickness Spiciness Color ActualRanking*

Ranking asEstimatedby Model

Regular Mild Red 4 4Regular Mild Green 3 3Regular Medium-Hot Red 10 10Regular Medium-Hot Green 6 8Regular Extra-Hot Red 15 16Regular Extra-Hot Green 16 15Thick Mild Red 2 2Thick Mild Green 1 1Thick Medium-Hot Red 8 6Thick Medium-Hot Green 5 5Thick Extra-Hot Red 13 13Thick Extra-Hot Green 11 11Extra-Thick Mild Red 7 7Extra-Thick Mild Green 9 9Extra-Thick Medium-Hot Red 14 14Extra-Thick Medium-Hot Green 12 12Extra-Thick Extra-Hot Red 17 18Extra-Thick Extra-Hot Green 18 17

* 1 = most preferred, 18 = least preferred.

Conjoint Analysis Input: Salsa Example Figure 7.2

5 7-5

Regular Thick Ex-Thick

UT

ILIT

Y

2

1

0

-1

-2

Mild Medium-Hot Ex-Hot Red Green

Thickness Spiciness Color

0.161 0.913 -1.074 1.667 0.105 -1.774 -0.161 0.161

Conjoint Analysis: Graphical Output Figure 7.3

6 7-6 Conjoint Analysis:Relative Importance of Attributes

0 20 40 60 80 100 %

Spiciness

Thickness

Color

59.8%

34.6%

5.6%

Figure 7.3(cont’d.)

7 7-7 Some Qualitative Attribute Analysis Techniques

• Dimensional Analysis

• Checklists

• Relationships Analysis– There are many others.

8 7-8

A Dimensional Attribute List

• Weight

• Rust resistance

• Length

• Color

• Water resistance

• Materials

• Style

• Durability

• Shock resistance

• Heat tolerance

• Explosiveness

• Flammability

• Aroma

• Translucence

• Buoyancy

• Hangability

• Rechargeability

• Flexibility

• Malleability

• Compressibility

Figure 7.4

9 7-9 An Idea Stimulator Checklistfor Industrial Products

• Can we change the physical/chemical properties of the material?• Are each of the functions really necessary?• Can we construct a new model of this?• Can we change the form of power to make it work better?• Can standard components be substituted?• What if the order of the process were changed?• How might it be made more compact?• What if it were heat-treated/hardened/cured/plated?• Who else could use this operation or its output?• Has every step been computerized as much as possible?

Figure 7.5

10 7-10

Relationships Analysis

• Force combinations of dimensions (features, functions, and benefits) together.

• Techniques:

– Two-dimensional matrix

– Multidimensional (morphological) matrix

• Two-dimensional example: person/animal insured and event insured against.

• Household cleaning products example used six dimensions:

– Instrument used, ingredients used, objects cleaned, type of container, substances removed, texture or form of cleaner

11 7-11 Other Methods:Lateral Search Techniques

• Free association

• Stereotype activity

• Lateral thinking -- avoidance

• Creative stimuli words

• Studying “big winners”

• Use of the ridiculous

• Forced relationships

12 7-12Lateral Thinking -- Avoidance

Keep an idea from dominating thinking as it always has in the past by asking avoiding questions.

• Ask “Is there another way of looking at this?”• Ask “Why?”• Focus on an aspect of the problem other than the

“logical” one.• List all possible alternatives to every aspect of the

analysis.• Break apart aspects (concepts) of the problem, or

combine them to create even more concepts.

13 7-13

Some Creative Stimuli Words

• Guest stars

• Alphabet

• Truth

• Outer space

• Charity

• His and hers

• Style

• Nation

• Family

• Videotape

• Photography

• Testimonials

• Decorate

• Fantasy

• Hobbies

• Holidays

• Weather

• Calendar

• Push button

• Snob appeal

14 7-14Use of the Ridiculous

• How can you join two wires together?– Hold them with your teeth.– Use chewing gum.

• Can you think of others?

• Do any of these ridiculous ideas suggest a not-so-ridiculous solution?