Perceived Quality Estimation by the Design of Discrete-Choice Experiment and Best–Worst Scaling Data: An Automotive Industry Case

  • Konstantinos StylidisEmail author
  • Serena Striegel
  • Monica Rossi
  • Casper Wickman
  • Rikard Söderberg
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 134)


“Which product attributes do engineers have to focus on to receive the highest level of a customer’s appreciation?” In other words, can we design for high perceived quality? In this paper, discrete-choice experiment design is presented with the combination of best–worst scaling method to evaluate the perceived quality of the complete vehicle in application to the premium automotive industry. The application of Perceived Quality Framework (PQF) and Perceived Quality Attributes Importance Ranking (PQAIR) method to measure the importance of perceived quality attributes for the automotive engineers and customers depicted commonalities and differences in perception. This information and approach can significantly improve engineering practices regarding the perceived quality of cars.


Perceived quality Product development Automotive Cars Premium Best–worst scaling Discrete choice Design for x Design Maxdiff Conjoint 



Perceived Quality


Perceived Quality Framework


Perceived Quality Attributes Importance Ranking


Discrete-Choice Experiment


Best–Worst Scaling


Original Equipment Manufacturer


Robust Design


Ground Attribute


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Copyright information

© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  • Konstantinos Stylidis
    • 1
    Email author
  • Serena Striegel
    • 2
  • Monica Rossi
    • 3
  • Casper Wickman
    • 1
    • 4
  • Rikard Söderberg
    • 1
  1. 1.Department of Industrial and Materials ScienceChalmers University of TechnologyGöteborgSweden
  2. 2.BMW Group, Total Vehicle ValidationMunichGermany
  3. 3.Department of Management, Economics and Industrial EngineeringPolitecnico di MilanoMilanItaly
  4. 4.Volvo Car Corporation, Customer Experience & Quality CentreGothenburgSweden

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