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A weighted logistic regression for conjoint analysis and Kansei engineering
Author(s) -
Barone Stefano,
Lombardo Alberto,
Tarantino Pietro
Publication year - 2007
Publication title -
quality and reliability engineering international
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.913
H-Index - 62
eISSN - 1099-1638
pISSN - 0748-8017
DOI - 10.1002/qre.866
Subject(s) - kansei engineering , conjoint analysis , kano model , quality function deployment , respondent , product (mathematics) , customer satisfaction , computer science , logistic regression , new product development , product design , service (business) , process management , service quality , engineering , marketing , machine learning , mathematics , human–computer interaction , statistics , business , preference , geometry , political science , law
Customer needs for emotional satisfaction are increasingly being considered by product and service designers. While several existing methods such as conjoint analysis (CA), Kano model and quality function deployment support the translation of customer requirements into technical specifications, researchers are now working to develop methods aimed at integrating affective aspects into product design. Kansei engineering (KE) is a design philosophy that considers customer perceptions and emotions by adopting a multi‐disciplinary approach. CA is a useful tool within a KE project. This article presents a methodology for conducting a KE project in early development phases. This methodology is based on two new procedures. The first one is aimed at calculating attribute importance weights by using respondent choice time in controlled interviews. The second procedure allows the exploitation of such weights in an ordinal logistic regression model for analysing the results of CA experiments. By using the proposed methodology, it is possible to identify product/service attributes able to induce specific emotions and feelings in customers and consequently choose the right development strategy. An application of the method for the design of mobile phones is presented. Copyright © 2007 John Wiley & Sons, Ltd.