Design for Quality

Question 1

What are the four pleasures in products and how are they defined?

Answer 1

Physio-pleasure: Pleasures via the five human sensory channels
Socio-pleasure: Pleasures via relationships with others
Psycho-pleasures: Pleasure from mental and emotional reaction. E.g colour effect
Ideo-pleasures: Pleasure from tastes, values and aspirations. E.g being environmentally friendly

Question 2

What are some pros and cons of Quality Function Deployment (QFD)?

Answer 2

Pros:
*Better communication of cross-functional teamwork
*Lower project and product cost
*Better product design
*Increased customer satisfaction
Cons:
*More effective for developing incremental products as opposed to new products
*QFD does not shorten time–to-market
*Rather burdensome due to big matrices

Question 3

What does Arrow’s impossibility theorem imply?

Answer 3

It implies that by trying to satisfy all customer needs, we might end up satisfying none of them

Question 4

What is the Analytic Hierarchy Process (AHP) and why is it important?

Answer 4

AHP provides a ratio-scale importance rating.

Question 5

In the House of Quality, which are the two central attributes?

Answer 5

Customer attributes and Engineering characteristics, i.e whats (DQ) and hows (QC)

Question 6

What are the three rating scales and examples?

Answer 6

1. Nominal (Your house number)
2. Ordinal (Your rank in your class)
3. Interval (Celsius temperature)

Question 7

What are the two most common QFD scales?

Answer 7

Importance rating scale and relationship matrix scale

Question 8

How do you design a Kano-questionnaire?

Answer 8

You ask a question on functional form, i.e If I can choose my seat when booking, how would you feel? and also a question on dyfunctional form, i.e If I can not choose my seat when booking, how would you feel?

Question 9

How can you illustrate the results of a Kano-survey?

Answer 9

In the form of a satisfaction-dissatisfaction diagram, i.e S-DS diagram. The S and DS values are calculated through separate formulas for EACH attribute by using the percentage of each quality

Question 10

What are the three attributes that need to be understood of customers?

Answer 10

Needs, motivations and preferences

Question 11

What are three factors that can be causes of tension in companies?

Answer 11

• Large companies vs self-organised
• Privacy vs openess (integrity vs transparence)
• Autonomy vs relatedness (freedom vs guidelines)

Question 12

Define shape (design) vs fit (marketing) and what the complication of it is.

Answer 12

Companies need to balance shape and fit to ensure both fitting the short term of the market and the long term. While marketing is focused on short term needs and assume the market to be set in stone, design is focused on the long term needs and assume that the market can be shaped

Question 13

What are the three practices of resourceful sensemaking and how are they explained?

Answer 13

1. Exposing - Addressing aspects as interaction practices. Focus on the appreciation of the others perspective rather than creating a shared language and practice
2. Co-opting - Reframing own insights in the language of others
3. Repurposing - Deploying the very practice of the other function

Question 14

What are the five elements of Design thinking?

Answer 14

1. Focusing on people and their needs
2. Open to reframing the problem
3. Driven by experimentation
4. Visible & tangible
5. Performed by diverse teams with multiple perspectives

Question 15

What are the two spaces of Design thinking as a process?

Answer 15

Problem space and solution space

Question 16

What are the eight steps of Design thinking as a process?

Answer 16

1. Complex issues
2. Explore/ emphathize
3. Find patterns/ define
4. REFRAMED PROBLEM
5. Ideate
6. Prototype
7. Test
8. POTENTIAL SOLUTION

Question 17

What are some techniques of Design thinking?

Answer 17

• Persona (A relatable character)
• Journey maps
• Role plays

Question 18

In Design thinking, what is a tool for pattern finding?

Answer 18

Affinity diagrams

Question 19

How do the terms Point of View (POV) and How Might We (HMW) relate to design thinking?

Answer 19

Finding a point of view (POV) is about creating a more accurate problem statement that highlights what should be solved/improved. From the Point of View we then need to create a How Might We (HMW)

Question 20

In Discrete Choice Models, what are some of the dimensions of choice?

Answer 20

1. Timeframe: Short-/long-term
2. Frequency
3. Complexity
4. Consequences

Question 21

What are the two main purposes of modelling choices?

Answer 21

1. Understanding current behaviours e.g why does someone choose a certain alternative and how important is quality, price?
2. Predicting future behaviour e.g what will happen if the price changes?

Question 22

What are the four key principles of Discrete Choice Models (DCM)?

Answer 22

1. Decision context: What the choice is about and in which setting the choice is made?
2. Decision maker: The entity that makes the choice
3. Choice set: What is there that can be chosen?
4. Decision rule: Representation of choice process - why do people choose a specific product in a given setting?

Question 23

What are the three steps of a choice process?

Answer 23

1. Observe choices
2. Identify factors that influence the choices
3. Estimate a quantitative relationship i.e given a set of variables, how do they effect the outcome?

Question 24

What are the two different types of data and what do they represent?

Answer 24

1. Revealed preference data - data on actual choices
2. Stated preference data - data on hypothetical choice scenarios, experiment based (e.g surveys)

Question 25

What are the pros and cons of Revealed preference vs stated preference data?

Answer 25

*Revealed preference
Pros: Contains real choices, the choice settings are realistic
Cons: Difficult to access, cannot study choices that do not exist (e.g new products)
*Stated preference
Pros: Useful for new product design and pricing. Includes information on choice situation and encourages trade-off behaviour (what is more important?)
Cons: Some attributes might e overlooked but matter in real life. It is also easier to say that I’ll pay more since I am not really paying and also it is hard to feel what is stated

Question 26

What are the two categories of choice modelling and what do they imply?

Answer 26

1. Non-compensatory decision making, “Elimination by aspects”. Implies ranking attributes, finding an alternative that meets a criterion and iterative until there is only one alternative left
2. Compensatory decision making. Implies weighing the positive and negative attributes of the considered alternatives in a way that allows for positive attributes to compensate for the negative ones

Question 27

What does the utility theory imply?

Answer 27

Utility represents the appeal of an alternative, i.e the higher the utility, the more likely it is that it will be chosen. Due to rational behaviour users will chose the alternative with the highest utility

Question 28

What are the two elements that make up the utility value?

Answer 28

Systematic + random utility

Question 29

What does the random utility represent?

Answer 29

*Unobserved attributes
*Unobserved taste variation
*Measurement errors
*Limited information on availability
*Non-linearities
*Most people do not use utility
maximisation

Question 30

If you capture the error mean in utility theory, what do you get?

Answer 30

The Alternative Specific Constant (ASC) /delta

Question 31

What is the purpose of Design of Experiments (DoE)?

Answer 31

To study the cause-and-effect, i.e how does the variable x influence the variable y?

Question 32

What are the two approaches to DoE? (study types)

Answer 32

*Observational studies: Analysing the associations between the x and y through the collection of data
*Interventional studies: Analysing what happens to y if we change x through experiments
The main difference is that interventional studies manipulate the dependent variable

Question 33

What are the six parts of the P-diagram?

Answer 33

Signal (In)
Process (Transformation)
Response (Out) + Error(Out)
Noise factors
Control factors

Question 34

In DoE, what is important to consider when choosing the order of runs?

Answer 34

It is important to randomise the order to prevent order bias

Question 35

What are the three fundamental principles for factorial effects (DoE)?

Answer 35

*Effect sparsity principle: The number of relatively important effects in a factorial experiment is small
*Effect hierarchy principle: Lower order effects are more likely to be important than higher order effects
*Effect hereditary principle: In order for a interaction to be significant, at least one of its parent should be significant

Question 36

What are the three economic games that can be used to assess behaviour?

Answer 36

1. Ultimatum game (One gives, the other accepts or declines)
2. Dictator game (One gives, the other cannot decide)
3. Public goods game

Question 37

In DCM, what is an outlier?

Answer 37

An outlier is a data point that clearly deviates from the trend, often indicating a respondent choosing randomly