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Customer Oriented Product Design with Conjoint Analysis

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Customer Oriented Product Design

Part of the book series: Studies in Systems, Decision and Control ((SSDC,volume 279))

Abstract

Conjoint analysis is a technique used to measure consumer preferences related to the production of a product or service. This analysis can be used to decide if it is possible for the so-called product to retain in the market and compete with other products. In the study, the factors to be used in conjoint analysis were determined as RAM, Graphic Card, Processor Model, Storage Type, Screen Size and Operating System. This chapter has revealed the attributes that academic staff working on data analysis at Yildiz Technical University attaches the highest importance to when choosing a laptop. Sincsatisfaction with product dee all of the cards identified within the context of research would be complicated, 18 cards were prepared using orthogonal design. Apart from the 18 cards prepared, 3 simulation cards were also created. Results of the analysis reveal that the computer processor ranks first and other attributes are ranked as memory capacity (RAM), operating system, storage type, graphics card, and screen size respectively.

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Author information

Authors and Affiliations

  1. Department of Industrial Engineering, Yildiz Technical University, Istanbul, Turkey

    Selçuk Alp

  2. Department of Statistics, Yildiz Technical University, Istanbul, Turkey

    Ersoy Öz

Authors
  1. Selçuk Alp
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  2. Ersoy Öz
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Corresponding author

Correspondence to Selçuk Alp .

Editor information

Editors and Affiliations

  1. Department of Industrial Engineering, Faculty of Management, Istanbul Technical University, Macka, Istanbul, Turkey

    Cengiz Kahraman

  2. Department of Industrial Engineering, Faculty of Mechanical Engineering, Yildiz Technical University, Besiktas, Istanbul, Turkey

    Selcuk Cebi

Appendices

Appendix 1

18 Cards and Simulation Cards

Card

RAM

GraphicCard

Processor

Storage type

Screen size

Operating system

1

<8

Integrated(Shared)

IntelCore_I7

HDD

>15

NonOp

2

>12

Integrated(Shared)

IntelCore_I5

HDD

>15

MacOs

3

>12

Integrated(Shared)

IntelCore_I5

SSD + HDD

14–15

NonOp

4

<8

Integrated(Shared)

IntelCore_I9

HDD

14–15

Windows

5

>12

Integrated(Shared)

IntelCore_I9

HDD

<14

Windows

6

<8

Dedicated

IntelCore_I9

SSD + HDD

<14

MacOs

7

<8

Dedicated

IntelCore_I9

SSD + HDD

14–15

Windows

8

>12

Dedicated

IntelCore_I9

SSD

>15

NonOp

9

<8

Integrated(Shared)

IntelCore_I5

SSD

<14

NonOp

10

>12

Integrated(Shared)

IntelCore_I5

HDD

>15

NonOp

11

8–12

Integrated(Shared)

IntelCore_I9

SSD + HDD

14–15

NonOp

12

8–12

Integrated(Shared)

IntelCore_I9

SSD

>15

MacOs

13

>12

Integrated(Shared)

IntelCore_I7

SSD + HDD

<14

MacOs

14

>12

Dedicated

IntelCore_I7

SSD

14–15

Windows

15

8–12

Integrated(Shared)

IntelCore_I7

SSD + HDD

>15

Windows

16

8–12

Integrated(Shared)

IntelCore_I5

SSD

<14

Windows

17

<8

Dedicated

IntelCore_I5

SSD + HDD

>15

Windows

18

8–12

Dedicated

IntelCore_I5

HDD

14–15

MacOs

19

8–12

Dedicated

IntelCore_I7

HDD

<14

NonOp

20

8–12

Integrated(Shared)

IntelCore_I9

SSD

<14

NonOp

21

<8

Integrated(Shared)

IntelCore_I7

SSD

14–15

MacOs

Appendix 2

Score Values of Cards

Card

RAM

GraphicCard

Processor

Storage type

Screen size

Operating system

Score

8

>12

Dedicated

IntelCore_I9

SSD

>15

NonOp

17.445

7

<8

Dedicated

IntelCore_I9

SSD + HDD

14–15

Windows

15.567

5

>12

Integrated(Shared)

IntelCore_I9

HDD

<14

Windows

15.127

12

8–12

Integrated(Shared)

IntelCore_I9

SSD

>15

MacOs

15.125

14

>12

Dedicated

IntelCore_I7

SSD

14–15

Windows

14.951

6

<8

Dedicated

IntelCore_I9

SSD + HDD

<14

MacOs

14.434

11

8–12

Integrated(Shared)

IntelCore_I9

SSD + HDD

14–15

NonOp

14.049

20

8–12

Integrated(Shared)

IntelCore_I9

SSD

<14

NonOp

13.428

13

>12

Integrated(Shared)

IntelCore_I7

SSD + HDD

<14

MacOs

12.458

15

8–12

Integrated(Shared)

IntelCore_I7

SSD + HDD

>15

Windows

12.395

4

<8

Integrated(Shared)

IntelCore_I9

HDD

14–15

Windows

12.314

19

8–12

Dedicated

IntelCore_I7

HDD

<14

NonOp

9.855

21

<8

Integrated(Shared)

IntelCore_I7

SSD

14–15

MacOs

9.443

17

<8

Dedicated

IntelCore_I5

SSD + HDD

>15

Windows

8.695

3

>12

Integrated(Shared)

IntelCore_I5

SSD + HDD

14–15

NonOp

8.373

2

>12

Integrated(Shared)

IntelCore_I5

HDD

>15

MacOs

7.96

16

8–12

Integrated(Shared)

IntelCore_I5

SSD

<14

Windows

7.708

1

<8

Integrated(Shared)

IntelCore_I7

HDD

>15

NonOp

7.516

18

8–12

Dedicated

IntelCore_I5

HDD

14–15

MacOs

7.486

10

>12

Integrated(Shared)

IntelCore_I5

HDD

>15

NonOp

7.102

9

<8

Integrated(Shared)

IntelCore_I5

SSD

<14

NonOp

4.52

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Alp, S., Öz, E. (2020). Customer Oriented Product Design with Conjoint Analysis. In: Kahraman, C., Cebi, S. (eds) Customer Oriented Product Design. Studies in Systems, Decision and Control, vol 279. Springer, Cham. https://doi.org/10.1007/978-3-030-42188-5_20

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