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New Products Management- CHAPTER 7 ANALYTICAL ATTRIBUTE APPROACHES: TRADE­OFF ANALYSIS

Tham khảo tài liệu 'new products management- chapter 7 analytical attribute approaches: trade­off analysis', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | CHAPTER 7 ANALYTICAL ATTRIBUTE APPROACHES: TRADE-OFF ANALYSIS AND QUALITATIVE TECHNIQUES McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. Trade-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. Conjoint Analysis Input: Salsa Example Figure 7.2 Regular Thick Ex-Thick UTILITY 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 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.) Some Qualitative Attribute Analysis Techniques Dimensional Analysis Checklists Relationships Analysis There are many others. A Dimensional Attribute List Weight Rust resistance Length Color Water resistance Materials Style . | CHAPTER 7 ANALYTICAL ATTRIBUTE APPROACHES: TRADE-OFF ANALYSIS AND QUALITATIVE TECHNIQUES McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. Trade-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. Conjoint Analysis Input: Salsa Example Figure 7.2 Regular Thick Ex-Thick UTILITY 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 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.) Some Qualitative Attribute Analysis Techniques Dimensional Analysis Checklists Relationships Analysis There are many others. 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 An Idea Stimulator Checklist for 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 Templates for Creativity Attribute Dependency: Find a functional dependency between two attributes. Ex.: color of ink on coffee cup is sensitive to heat and can reveal message if coffee is too hot. Replacement: Remove a component and replace with one from another environment. Ex.: