Towards Harmonized R & D Quality Dimensions (Indexes) The Kinneret College on the Sea of Galilee By: Raymond Austin under the guidance of Dr. Avigdor Zonnenshain.

 Introduction  Eight Dimensions of Quality  Quality Dimensions Exploration  Questionnaire  Questionnaire Data Analysis  Conclusions  Further Work Agenda

Growing importance of product quality. Importance of quality dimensions in R&D process. David A. Garvin’s eight quality dimensions for product as a principal basis for R&D. Derivation of quality dimensions in R&D process using questionnaire. Presentation of quality dimensions in R&D. Introduction

 Propose harmonized framework for quality dimensions (indexes) in R&D.  Research principally based on David A. Garvin’s eight quality dimensions for product and other available literature.  Developing & Use of questionnaire – simple and limited in scope.  Questionnaire Analysis. Project Goals & Approach

Eight Dimensions of Quality G arvin’s E ight D imensions of P roduct Q uality  Performance  Features  Reliability  Conformance  Durability  Serviceability  Aesthetics  Perceived Quality

Eight Dimensions of Quality #Quality DimensionDefinition 1PerformancePrimary operating characteristics of a product. 2FeaturesCharacteristics that supplement basic product performance features. 3ReliabilityProbability of a products success within a specific period of time. 4ConformanceDegree to which a product’s design & operating characteristics meet pre-established standards. 5DurabilityMeasure of product life: Amount of time of use one obtains from a product before it physically deteriorates. 6ServiceabilitySpeed, courtesy ease of use, maintenance and service. 7AestheticsThe look, feel, sound, taste or smell of a product. 8Perceived qualityRelates to the customer’s subjective opinion of the product’s or company’s reputation.

Quality Dimensions Exploration #Quality DimensionDefinition 1Performance Primary operating characteristics of a product - basis for product development process. R&D processes measured against performance standards and specifications. Performance level benchmarked against competitive product/system in the market. Product performance measured by conducting defined tests & experiments during R&D. 2Features Characteristics that supplement basic product performance features. Feature criteria - Utilization in R&D process similar to Performance. Features - Many a time never used; Additional complexity leading to decreased product reliability & serviceability. Feature defined – Promote competitive marketing edge if provides value to customer.

Quality Dimensions Exploration #Quality DimensionDefinition 3Reliability Probability that a product will perform its intended function satisfactorily for a specific period of time under stated conditions. Dimension important to customers. Closely linked to Durability Japanese emphasis on Reliability - Market Superiority. Reliability close association to Serviceability, Safety. Use of Modularity to increase Reliability. Reliability involves measurable attributes. 4Conformance Degree to which a product’s design & operating characteristics meet pre-established standards. Addresses “Tolerance stack-up” problem. Positive Impact on products Aesthetics. Japanese emphasis on Conformance - Market Superiority. Product Conformance measured by simulations and experiments against design drawings and specifications.

Quality Dimensions Exploration #Quality DimensionDefinition 5Durability Measure of product life: Amount of time of use one obtains from a product before it physically deteriorates. Durability - Economical & Technical Dimension. Closely linked to Reliability. Measured by assessing historical information concerning product life and controlled life testing. 6Serviceability Speed, courtesy ease of use, maintenance and service. Dimension important to customers. Requires strong customer service department & active field representatives. Ease Of Repair - Objective Measure. More Practical if included in Reliability. Modularity - Positive/Negative Impact on Serviceability.

Quality Dimensions Exploration #Quality DimensionDefinition 7Aesthetics Inclusion of features which impact the customers subjective opinion of products look, feel, taste or smell. Not limited to consumer products. Important during Purchasing decision. Good Design: Essential Measure. Important part of design process: Adequate Alpha & Beta user testing. Measured by allowing potential & actual end-users, professional designers to grade product/system. Level of Aesthetics measured by comparing to International standards. 8Perceived Quality Relates to the customer’s subjective opinion of the product’s or company’s reputation. Branding/Advertising - Key contributor. Reputation - Primary contributor. Requires to meet standard of quality higher than that established with preceding products.

Includes a formal letter. Limited number of questions (Three). Limited in scope - Difficulty in obtaining response. Simple to avoid misunderstanding/misinterpretation of the questions. Distributed to persons involved in product innovation, research, design and development. Three questions asked: – Select THREE most important quality dimensions from the list of Garvin’s eight quality dimensions that apply to a majority of projects and explain why chosen. – Explain the impact of the chosen three quality dimensions on the R&D process. – Name and explain other quality dimensions having impact on R&D process based on previous experience. Questionnaire

Questionnaire Data Analysis ELEVEN responses received. Quality dimensions in R&D processes applying to majority of projects: All recipients emphasized the importance of Reliability- Crucial having most impact on user. Performance - Derivate of mandatory standards. Non-conformance leads to invalid product which is unacceptable. Serviceability - Important requirement. Conformance - Derivate of mandatory standards. Features - most impact on customer. Other quality dimensions/suggestions: – Durability - Crucial to the overall quality of the product. – Usability - Important from S/W development view. – Project schedule, time to market, Cost - Important considerations during project planning. (XX) – XX: Number of receipts Reliability (11)Performance (8)Serviceability (5) Conformance (4)Features (4)Perceived Quality (2)

Conclusions ALL the Garvin’s eight quality dimensions were found relevant for quality in R&D. Reliability, Performance, Serviceability,Conformance and Features, with Reliability leading the list. Usability was proposed as supplement to the above main quality dimensions. Time to market and cost considerations - Important in development process. Other important relationship: – Reliability relation to Serviceability, Modularity and Safety. – Association of Conformance to Aesthetics.

An empirical study is needed to examine the validity of the proposed framework. Further Work

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