1. 1 7-1 McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc., All Rights Reserved.

2. 2 7-2 CHAPTER SEVEN ANALYTICAL ATTRIBUTE APPROACHES: TRADE-OFF ANALYSIS AND QUALITATIVE TECHNIQUES

3. 3 7-3 Trade-Off (Conjoint) Analysis Put the determinant attributes together in combinations or sets. Respondents rank these sets in order of preference. Conjoint analysis finds the optimal levels of each attribute.

4. 4 7-4 Conjoint Analysis Input: Salsa Example Figure 7.2

5. 5 7-5 Regular Thick Ex-Thick UTILITY 2 1 0 -2 Mild Medium-Hot Ex-HotRed Green Thickness Spiciness Color 0.161 0.913 -1.074 1.6670.105-1.774 -0.161 0.161 Conjoint Analysis: Graphical Output Figure 7.3

6. 6 7-6 Conjoint Analysis: Relative Importance of Attributes 0 20 40 60 80 100 % Spiciness Thickness Color 59.8% 34.6% 5.6% Figure 7.3 (cont’d.)

7. 7 7-7 Some Qualitative Attribute Analysis Techniques Dimensional Analysis Checklists Relationships Analysis –There are many others.

8. 8 7-8 A Dimensional Attribute List Weight Rust resistance Length Color Water resistance Materials Style Durability Shock resistance Heat tolerance Explosiveness Flammability Aroma Translucence Buoyancy Hangability Rechargeability Flexibility Malleability Compressibility Figure 7.4

9. 9 7-9 An Idea Stimulator Checklist for Industrial Products Can we change the physical/chemical properties of the material? Are each of the functions really necessary? Can we construct a new model of this? Can we change the form of power to make it work better? Can standard components be substituted? What if the order of the process were changed? How might it be made more compact? What if it were heat-treated/hardened/cured/plated? Who else could use this operation or its output? Has every step been computerized as much as possible? Figure 7.5

10. 10 7-10 Relationships Analysis Force combinations of dimensions (features, functions, and benefits) together. Techniques: –Two-dimensional matrix –Multidimensional (morphological) matrix Two-dimensional example: person/animal insured and event insured against. Household cleaning products example used six dimensions: –Instrument used, ingredients used, objects cleaned, type of container, substances removed, texture or form of cleaner

11. 11 7-11 Other Methods: Lateral Search Techniques Free association Stereotype activity Lateral thinking -- avoidance Creative stimuli words Studying “big winners” Use of the ridiculous Forced relationships

12. 12 7-12 Lateral Thinking -- Avoidance Keep an idea from dominating thinking as it always has in the past by asking avoiding questions. Ask “Is there another way of looking at this?” Ask “Why?” Focus on an aspect of the problem other than the “logical” one. List all possible alternatives to every aspect of the analysis. Break apart aspects (concepts) of the problem, or combine them to create even more concepts.

13. 13 7-13 Some Creative Stimuli Words Guest stars Alphabet Truth Outer space Charity His and hers Style Nation Family Videotape Photography Testimonials Decorate Fantasy Hobbies Holidays Weather Calendar Push button Snob appeal

14. 14 7-14 Use of the Ridiculous How can you join two wires together? –Hold them with your teeth. –Use chewing gum. Can you think of others? Do any of these ridiculous ideas suggest a not- so-ridiculous solution?