Improving the Predictive Validity of Quality Function Deployment by Conjoint Analysis: A Monte Carlo Comparison
4 Conclusion and outlook
The “new” CA based approach for QFD shows a number of advantages in comparison to the traditional approach. PA importances as well as PC influences on PAs are measured “conjoint” resp. simultaneously. Furthermore, the calculated weights are more precise (real valued instead of 0-, 1-, 3-, or 9-values) which resulted in a higher predictive validity. The Monte Carlo comparison has shown a clear superiority in a huge variety of simulated empirical settings.
KeywordsConjoint Analysis Quality Function Deployment Product Innovation Management Adaptive Conjoint Analysis High Predictive Validity
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