Kano's model for multiple product development.ABSTRACT Development of product families or multiple generations of products rather than designing one product at-a-time is becoming more and more essential due to shortening product life cycles and ever increasing competition. Companies need to approach product development by simultaneous design for multiple products and by accurate identification of customer expectations. Kano's customer satisfaction model can help organizations to address both of these issues. In traditional customer satisfaction analyses, linearity is assumed between product performance and customer satisfaction. However, product performance does not always mean a proportional proportional values expressed as a proportion of the total number of values in a series. proportional dwarf the patient is a miniature without disproportionate reductions or enlargements of body parts. increase or decrease in customer satisfaction since this change also depends on the "type" of the expectation. Kano's customer satisfaction model addresses this issue and assigns Individuals to whom property is, will, or may be transferred by conveyance, will, Descent and Distribution, or statute; assignees. The term assigns is often found in deeds; for example, "heirs, administrators, and assigns to denote the assignable nature of a specific category to each customer expectation. Based on the classifications of customer requirements, customer-tailored product development is possible. In addition to Kano Kano, family or school of Japanese painters Kano (kä`nō), family or school of Japanese painters. Kano Masanobu, c.1434–c.1530, the forerunner of the school, was attached to the shogun Yoshimasa's court. model's ability of providing in depth customer requirement information, this study uses Kano classifications to design simultaneous products that may be considered either as product families or multiple generations depending on the nature of the product. Therefore, this study, first, develops a method for using Kano classifications to define multiple products, and then demonstrates the performance of this method on a NASA NASA: see National Aeronautics and Space Administration. NASA in full National Aeronautics and Space Administration Independent U.S. problem: development of cockpit This article is about the flight deck of an aircraft. For other uses, see Cockpit (disambiguation). A cockpit is the area usually nearer the front of a piloted aircraft from which a pilot controls the aircraft. weather information systems. Keywords: Kano's Model, Customer Satisfaction, Multiple Generations, Product Families, Aviation, Cockpit Weather Information Systems 1. INTRODUCTION Achieving success with new product development in many markets is becoming more and more challenging due to two main reasons: 1. Product life cycles are shortening (Bayus, 1998). 2. Customers are demanding the fulfillment ful·fill also ful·fil tr.v. ful·filled, ful·fill·ing, ful·fills also ful·fils 1. To bring into actuality; effect: fulfilled their promises. 2. of their needs faster and with customized products (Feitzinger and Lee, 1997). The combination of these two issues forces companies to be more responsive to changes in the business environment and to act proactively to market trend (Tam et al, 2000). Accurate identification of customer expectations, based on those expectations, simultaneous multiple product design can help companies to provide faster and more satisfactory solutions to their target customers. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. various researchers, product life cycles are getting shorter, and for this reason, businesses are looking for Looking for In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. ways to reduce product development time and to introduce their products to the market more quickly (Tam et al., 2000, Bayus, 1998, Patterson Patterson, family of American journalists. Robert Wilson Patterson, 1850–1910, b. Chicago, grad. Williams, 1871, became (1871) a reporter on the Chicago Times and after 1873 was attached to the Chicago Tribune. , 1993, Stalk stalk (stawk) an elongated anatomical structure resembling the stem of a plant. allantoic stalk and Webber Web´ber n. 1. One who forms webs; a weaver; a webster. , 1993). Additionally, in many markets, customers are getting more selective, demanding sophisticated features in products and satisfaction of their increasing requirements. As a result, identifying customer needs and transferring this information along to the product design phase is essential for any business to be able to stay competitive in the market (Sireli et al., 2003, Tontini, 2003, Cristiano et al, 2001, Sethi Sethi is a common surname among Punjabi Hindus and Sikhs now living in India as well as Pakistan. Etymology In Hindi, Seth means merchant or rich man, Sethi was derived from Seth. Sethis are believed to be one of the bravest clan of the Khatris. et al, 2001). In order to meet customer needs while addressing the shortening life cycle phenomenon, product developers must concentrate on simultaneous design of customer-tailored product families and product generations, rather than focusing on one product at-a-time (Molina Mo·li·na , Mario José Born 1943. Mexican-born American chemist who shared a 1995 Nobel Prize for his work on the chemical processes involved in the formation and decomposition of ozone. et al., 1999, Jiao jiao also chiao n. pl. jiao also chiao See Table at currency. [Chinese ji at al., 1998, McDermott McDermott is a surname, and may refer to:
To help businesses achieve these two goals, this study proposes using Kano's model of customer satisfaction, a unique and flexible model for gathering and characterizing customer expectations (Kano et al., 1984). In traditional customer satisfaction analyses often employed to evaluate surveys, interviews, and questionnaires, linearity is assumed between product performance and customer satisfaction. For example, customer satisfaction is assumed to increase or decrease linearly when the product performance is improved or weakened weak·en tr. & intr.v. weak·ened, weak·en·ing, weak·ens To make or become weak or weaker. weak  en·er n. respectively (Huiskonen and Pirttila, 1998). However, increasing
fulfillment of customer expectations does not always mean a proportional
increase in customer satisfaction since this change also depends on the
"type" of the expectation (Matzler et al., 1996). Different
types of customer expectations have different effects on customer
satisfaction. Kano's model addresses this issue and provides more
realistic understanding of these expectations by assigning as·sign tr.v. as·signed, as·sign·ing, as·signs 1. To set apart for a particular purpose; designate: assigned a day for the inspection. 2. certain types (e.g., attractive, must-be, indifferent INDIFFERENT. To have no bias nor partiality. 7 Conn. 229. A juror, an arbitrator, and a witness, ought to be indifferent, and when they are not so, they may be challenged. See 9 Conn. 42. ) to each expectation. This can help businesses achieve their first goal of understanding customer requirements. Furthermore, this study proposes a new method that uses the results of this model to define multiple products simultaneously to assist companies achieve the second goal. According to this method, more than one product can be designed concurrently such as basic, entry-level en·try-lev·el adj. Appropriate for or accessible to one who is inexperienced in a field or new to a market: an entry-level job in advertising; an entry-level computer. , advanced, and high-end high-end adj. Informal 1. Appealing to sophisticated and discerning customers: a high-end department store; high-end video equipment. 2. products that may be defined as a product family, or as multiple generations depending on the industry, and the objectives of the product developers. This study also demonstrates the capability of this approach on a research problem sponsored by NASA: Cockpit weather information system (CWIS (Campus Wide Information System) An information retrieval system used in colleges and universities before the Web became popular. Students and faculty would Telnet to a CWIS location to find course catalogs and schedules, job openings and the like. ) development. Cockpit weather information systems are electronic systems that inform the pilot about the weather conditions ahead based on communication with the ground via a data link (Sireli et al., 2002). These systems are among information systems such as computers, PDAs, cell phones and GPSs, all short life-cycled products with customer demand for wide variety of features. Because of these characteristics, CWIS was selected as a good candidate to apply the approach proposed in this paper. 2. KANO'S CUSTOMER SATISFACTION MODEL Kano's model explains that for some customer attributes, customer satisfaction is dramatically increased with only a small improvement in performance, while for other customer attributes, customer satisfaction is increased only a small amount even when the product performance is greatly improved (Tan TAN See tax anticipation note (TAN). and Shen Shen, in the Bible, place, perhaps close to Bethel, near which Samuel set up the stone Ebenezer. , 2000). For example, a customer may rate air conditioning air conditioning, mechanical process for controlling the humidity, temperature, cleanliness, and circulation of air in buildings and rooms. Indoor air is conditioned and regulated to maintain the temperature-humidity ratio that is most comfortable and healthful. as a 25% weight in apartment selection and may not be totally satisfied with the apartment even if the air conditioner conditioner, n 1. an additive substance used to increase the effectiveness of another substance. 2. a substance added to enamel that improves a sealant's ability to adhere. works perfectly. On the other hand, dissatisfaction with a poorly working unit will be significant and absence of air conditioning may be a "deal breaker Deal Breaker is a thriller by Harlan Coben. It is the first novel featuring Myron Bolitar. It was published in 1995. " even if other attractive apartment features are available (e.g. deck, pool) (Sireli, 2003). If the level of customer satisfaction is plotted on a vertical axis, and the degree of a given performance attribute that the product has achieved on the horizontal axis, different types of customer needs can be shown to cause widely different responses. Exhibit 1 shows how the Kano model The Kano model is a theory of product development developed in the 80's by Professor Noriaki Kano which classifies customer preferences into five categories:
[ILLUSTRATION OMITTED] Must-be requirements (M): These are basic criteria of a product since, if they are not fulfilled ful·fill also ful·fil tr.v. ful·filled, ful·fill·ing, ful·fills also ful·fils 1. To bring into actuality; effect: fulfilled their promises. 2. , the customer will be extremely dissatisfied dis·sat·is·fied adj. Feeling or exhibiting a lack of contentment or satisfaction. dis·sat is·fied . However, their fulfillment will not increase satisfaction
since the customers take them for granted. For example, having poor
brakes in a car causes high customer dissatisfaction. However, having
good brakes does not increase customer satisfaction (Berger Berger may refer to: Places
Berger is a relatively common last name. It means mountaineer in Dutch and German, and shepherd in French. et al., 1993). Must-be requirements are a decisive competitive factor and, if they are not fulfilled, the customers will not be attracted to the product (Tan and Shen, 2000; Matzler and Hinterhuber, 1998). One-dimensional one-di·men·sion·al adj. 1. Having or existing in one dimension only. 2. Lacking depth; superficial. one-dimensional Adjective 1. having one dimension 2. requirements (0): These result in customer satisfaction when fulfilled, and dissatisfaction when not fulfilled (Tan and Shen, 2000). The higher the level of fulfillment, the higher the customer's satisfaction, and vice versa VICE VERSA. On the contrary; on opposite sides. (Matzler and Hinterhuber, 1998). For example, better gas mileage Noun 1. gas mileage - the ratio of the number of miles traveled to the number of gallons of gasoline burned fuel consumption rate, gasoline mileage, mileage ratio - the relative magnitudes of two quantities (usually expressed as a quotient) in a car provides proportional customer satisfaction, and worse gas mileage causes proportional customer dissatisfaction (Berger et al., 1993). Therefore, in the Kano model, only for one-dimensional requirements customer reaction depends linearly on the level of fulfillment. Attractive requirements (A): These are the product criteria that have the highest influence on customer satisfaction with a given product. Customers may not explicitly express or expect them, however, fulfilling them leads to more than proportional satisfaction. On the other hand, if they are not met, there is no feeling of dissatisfaction (Matzler and Hinterhuber, 1998). For example, lack of a moon roof in a car may not cause customer dissatisfaction, but having them may provide more then proportional satisfaction. Consequently, attractive requirements can differentiate the product from competitors. Kano's model employs a specific questionnaire format since the type of customer requirement cannot be detected via traditional customer surveys. In order to detect the types of the customer requirements (CRs), attractive (A), must-be (M) and one-dimensional (O) requirements are identified via a specially designed questionnaire that contains a pair of questions for each product characteristic. The question pair includes one functional and one dysfunctional dys·func·tion also dis·func·tion n. Abnormal or impaired functioning, especially of a bodily system or social group. dys·func form of the same question and this provides deeper understanding of the customer's opinion about the product attributes. The functional form of the question provides the customer's reaction if the product has a certain characteristic. On the other hand, the dysfunctional form identifies the customer's reaction if the product does not have that characteristic (Matzler and Hinterhuber, 1998). Both forms of the question include five different response options for the customer to choose from as shown in Exhibit 2. Used together, the answers to both questions provide understanding on the Kano category for each product feature. For example, if the customer's answer to the functional form of the question is "I like this feature included," and her answer to the dysfunctional form of the question is "I dislike omitting this feature," then, according to the Kano evaluation table, that particular requirement is "one-dimensional (O)." Analysis of the Kano questionnaire results in classification of the product characteristics into the three types of requirements defined above (A, O, and M). Since respondents In the context of marketing research, a representative sample drawn from a larger population of people from whom information is collected and used to develop or confirm marketing strategy. may not rate all attributes included in the questionnaire in these categories, other classifications are also possible such as indifferent (I), questionable (Q), and reverse (R). Indifferent (I) means that the customer is indifferent to this product attribute and is not very interested in whether it is present or not. For example, customers may be indifferent to having a cigarette lighter in a car (Berger et al., 1993). However, it is still possible to include indifferent features in a product to add functionality if the customer assigns a high enough importance value to indifferent CRs (Sireli, 2003). A questionable (Q) rating indicates that the question was phrased incorrectly, the customer misunderstood mis·un·der·stood v. Past tense and past participle of misunderstand. adj. 1. Incorrectly understood or interpreted. 2. the question, or an incorrect response was provided. Reverse (R) means that, not only do the customers not desire that product attribute, but they also expect the reverse of it (Matzler and Hinterhuber, 1998). Once Exhibit 2 data is tabulated, the absolute importance values of customer requirements (CRs) can be calculated by means of two terms: impact on customer satisfaction ([S.sub.i]) and impact on customer dissatisfaction ([D.sub.i]) (Matzler and Hinterhuber, 1998). [S.sub.i] indicates how much the influence on customer satisfaction is increased by providing a particular CR, and [D.sub.i] shows how much the influence on customer satisfaction is decreased by NOT providing that CR. [S.sub.i] and [D.sub.i] are calculated using Equations (1) and (2): [S.sub.i] = [A.sub.i] + [O.sub.i]/[A.sub.i] + [O.sub.i ]+ [M.sub.i] + [I.sub.i] Equation (1) [D.sub.i] = [O.sub.i] + [M.sub.i]/[A.sub.i] + [O.sub.i] + [M.sub.i] + [I.sub.i] Equation (2) where A, O, M, and I represent the percentages of responses in Exhibit 2 cells for the CRs for i = 1, ..., m, and m is the total number of CRs. This study assumes that achieving customer satisfaction is equally important as avoiding customer dissatisfaction, and for this reason identifies the absolute importance of each CR as the highest of either [S.sub.i] or [D.sub.i] (Sireli, 2003). For example, if the [S.sub.i] value of a CR is 60% and the [D.sub.i] value of that CR is 20%, the importance value of the CR is identified as 60%. 2.1 Designing Multiple Products by using Kano's Model The second organizational goal defined earlier was designing multiple products simultaneously based on customer expectations, rather than focusing on only one product. This way companies can be more responsive to changing market trends by reducing product development time in a customer-oriented manner, to stay competitive and achieve market success. As the analysis of the Kano questionnaire provides more detailed understanding of customer expectations compared to traditional survey analysis (goal 1), the labels assigned as·sign tr.v. as·signed, as·sign·ing, as·signs 1. To set apart for a particular purpose; designate: assigned a day for the inspection. 2. to each CR can be used to define more than one product at the same time (goal 2). This study proposes using Kano classifications to define multiple products with different features simultaneously, and describes these products in generic terms as basic, entry-level, advanced, and high-end products. Based on the characteristics of Kano categories, these four products are defined as follows (Sireli, 2003): * Basic product: Consists of mostly indifferent customer requirements with the highest CR importance values. * Entry-level product: Typically includes must-be requirements. * Advanced product: Provides one-dimensional requirements in addition to highest rated must-be and indifferent requirements. * High-end product: Offers the most important attractive requirements in addition to highest rated onedimensional and must-be requirements. Highest rated indifferent requirements are included if necessary. This approach has the potential to help businesses achieve market success by providing satisfactory products to the customer at different levels and at different costs related to the sophistication so·phis·ti·cate v. so·phis·ti·cat·ed, so·phis·ti·cat·ing, so·phis·ti·cates v.tr. 1. To cause to become less natural, especially to make less naive and more worldly. 2. of their features. Therefore, it can streamline and improve product development cycles while satisfying customers in various segments, which is particularly important for short life-cycled products. Depending on different business strategies, this multiple product design approach can be used for two motivations: 1. Developing a product family that needs to be released to the market simultaneously. All four products described above are in the market at the same time. 2. Designing product generations with features improving over time. This is especially useful for introducing innovative products into the market. The basic product is the first to be released. After customers get familiarized fa·mil·iar·ize tr.v. fa·mil·iar·ized, fa·mil·iar·iz·ing, fa·mil·iar·iz·es 1. To make known, recognized, or familiar. 2. To make acquainted with. and start developing expectations from this type of product, the entry-level version is released. Similarly, the advanced and high-end versions follow the same path over time. 3. NASA PROBLEM: DEVELOPMENT OF COCKPIT WEATHER INFORMATION SYSTEMS Cockpit weather information systems (CWIS) are graphical electronic systems that inform the pilot about the weather conditions ahead based on communication with the ground via a data link (Sireli et al., 2002). These systems are among information systems such as computers, PDAs, cell phones and GPSs, which are short life-cycled products with customer demand for wide variety of features. In addition, CWIS are innovative new products with minimal information about their potential penetration in the aviation market. Because of these characteristics, CWIS was selected as a good candidate to demonstrate the ability of the multiple product development approach proposed in this paper. 3.1 NASA's Aviation Weather Information Program As a result of high aviation accident rates, President Clinton Clinton. 1 Town (1990 pop. 12,767), Middlesex co., S Conn., on Long Island Sound; settled 1663, set off from Killingworth and inc. 1838. The school that later became Yale opened here in 1702. launched the NASA Aviation Safety Program (AvSP) in 1997 by with a goal of developing and demonstrating technologies that contribute to a reduction in the aviation fatal accident rate by 20% by 2007 and 90% by 2022 (Stough, 1998). The program was formed as a partnership of NASA, the Federal Aviation Administration Federal Aviation Administration (FAA), component of the U.S. Department of Transportation that sets standards for the air-worthiness of all civilian aircraft, inspects and licenses them, and regulates civilian and military air traffic through its air traffic control (FAA), the aviation industry, and the Department of Defense. Since weather is a causal factor causal factor Medtalk A factor linked to the causation of a disease or health problem in approximately 30% of aviation accidents, the Aviation Weather Information (AWIN AWIN Aviation Week Intelligence Network (magazine website) ) project was established as a sub-element of AvSP to focus on weather issues. The goal of AWIN is to provide enhanced weather information to users in the national airspace system (Stough, 1998). Under this program, integrating weather information systems into the cockpit for GA aircraft is being considered as a primary contributor (Sireli et al., 2002). CWIS can have a wide range of product features but since these are new systems without any market adoption history, it is unclear how researchers and product developers should identify the most promising technological systems to meet consumer (pilot) requirements. To capture customer expectations for these products, pilots were surveyed by means of a Kano questionnaire and the multiple product development approach was used to analyze pilot inputs and to define four levels of CWlS products as discussed below. 3.2 Kano Survey By using the Kano questionnaire described in Section 2, a web-based survey was prepared and 605 pilots were surveyed, and based on the evaluation table in Exhibit 2, pilot expectations were categorized cat·e·go·rize tr.v. cat·e·go·rized, cat·e·go·riz·ing, cat·e·go·riz·es To put into a category or categories; classify. cat as attractive (A), one-dimensional (O), must-be (M), indifferent (I), or reverse (R) requirements. Exhibit 3 shows the customer requirements for future cockpit weather information systems, the Kano categories assigned to each of them and the absolute importance values calculated by using Equation (1) and Equation (2). The CRs in Exhibit 3 are briefly described below to give the readers a quick idea about potential features of these products. * Graphical Weather Products: Weather products are defined as weather information (such as measured data, processed data, and forecasts) that has been packaged for interpretation by the recipient to aid in making decisions affecting aviation safety (Keel keel 1. the ventrally directed large surface of the bird's sternum, the site of attachment of the major muscles of flight. Called also carina. 2. the prominent area over the sternum in Dachshunds. at al, 2000). * Grid Size: The grid size defines the square area of the smallest graphic on the CWIS display. * Weather Update Interval: This describes the frequency of uploading new graphical weather information to the cockpit. * Display of Hazardous Weather: Display of the direction and rate of the movement of hazardous weather patterns. * Weather Alert Conditions: It is important for the safety of flight operations to receive en-route weather alerts about the presence of hazardous weather that may affect the flight. Weather alerts attract the attention of the pilot even if he/she is not monitoring weather at the time. * Traffic: Traffic is a potential option that may be included in CWIS allowing the user to receive air traffic information on the same display as weather information by switching the content of the display to traffic instead of weather. * Additional Services: The term "additional services" encompasses certain non-aeronautical capabilities whose inclusion may add a higher level of utility and attractiveness to the weather information system, such as Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the , e-mail and short message service (SMS (1) (Storage Management System) Software used to routinely back up and archive files. See HSM. (2) (Systems Management Server) Systems management software from Microsoft that runs on Windows NT Server. ). 3.3 Multiple CWIS Development Based on the results of the survey, four different CWIS products were defined as proposed in Section 2.1: basic, entry-level, advanced, and high-end. Identifying the characteristics of these products begins with the indifferent (I) and must-be (M) Kano categories. One-dimensional (O) and attractive (A) requirements are progressively added to the product characteristics as discussed below. Basic Product: This product is conceived as a low-end low-end adj. 1. Cheapest in a line of merchandise: low-end subcompact cars. 2. Informal Of, relating to, or intended for low-income consumers; downscale: , basic cockpit weather information system and it is comprised primarily of indifferent requirements with the highest importance values from every feature category possible. Indifferent requirements with low importance values are not included in any product definition. Exhibit 4 illustrates CRs along with the related Kano categories and absolute importance values for the basic CWIS. Entry-level Product: This product is conceived as an advanced entry-level product and includes must-be requirements in all feature categories possible. Indifferent requirements with high importance values are included when there is no must-be requirement in that feature group. Exhibit 5 includes the CRs with Kano categories and absolute importance values for the entry-level product. Advanced Product: This is conceived as an improved product that may be one level beyond entry-level. One-dimensional requirements are included in every feature category possible in addition to highest rated must-be and indifferent requirements when there is no one-dimensional requirement in that feature group. Customer requirements with Kano categories and absolute importance values for the advanced cockpit weather information system are illustrated in Exhibit 6. High-end Product: High-end CWIS is a premium product with high margins. Highly rated attractive requirements are included in every feature category possible. The highest rated one-dimensional, must-be and indifferent requirements are included when there is no attractive requirement in that feature group. Customer requirements with Kano categories and absolute importance values for the high-end cockpit weather information system are illustrated in Exhibit 7. Exhibit 8 includes a comparative summary of the four product definitions to showcase their differences. According to this table, the sophistication of the products increases from the basic product to high-end as discussed in detail in the following paragraphs. The entry-level product is more complex than the basic product since the former includes the following additional features. * More and different graphical weather products. * Larger grid size. * More frequent weather updates. * Symbols instead of text for weather display. * Existence of certain weather alert conditions. Although the entry-level CWIS does not offer any additional services which are offered in the basic CWlS, this can be considered as a compromise since the former includes other improved features that are important for aviation safety. The advanced product is more sophisticated than the entry-level product by means of: * Larger grid size. * Forecast maps instead of symbols for weather display. * An additional weather alert condition: heavy precipitation precipitation, in chemistry precipitation, in chemistry, a process in which a solid is separated from a suspension, sol, or solution. In a suspension such as sand in water the solid spontaneously precipitates (settles out) on standing. . The high-end product includes the following more complex features compared to the advanced product: * More frequent weather updates. * Radar loop animation instead of forecast maps for weather display. * An additional weather alert condition: turbulence turbulence, state of violent or agitated behavior in a fluid. Turbulent behavior is characteristic of systems of large numbers of particles, and its unpredictability and randomness has long thwarted attempts to fully understand it, even with such powerful tools as . * Air traffic information. These product definitions look reasonable since an evolution can be observed from the basic product to the high-end product due to increasing number and technical superiority of the features as illustrated in Exhibit 9. System providers may consider these four products either as a product family for in parallel market release, or as multiple generations designed in advance for market release over time. Since CWIS are new innovative systems, latter would be more appropriate due to customers' current unfamiliarity with them. On the other hand, additional effort is needed to conclude the validity of these product definitions, and for this reason, this research conducted another survey of pilots as discussed in the next section. [ILLUSTRATION OMITTED] 3.4 Validation See validate. validation - The stage in the software life-cycle at the end of the development process where software is evaluated to ensure that it complies with the requirements. of CWIS Definitions To validate To prove something to be sound or logical. Also to certify conformance to a standard. Contrast with "verify," which means to prove something to be correct. For example, data entry validity checking determines whether the data make sense (numbers fall within a range, numeric data the results of this study, a second survey asked 10 pilots about the rationality of the characteristics included in the product definitions described in the previous section, and survey participants rated the reasonableness of each product based on a scale of I to 5 (1: Least reasonable, 5: Most reasonable). Survey questions and the mean values of the inputs with a 95% confidence interval confidence interval, n a statistical device used to determine the range within which an acceptable datum would fall. Confidence intervals are usually expressed in percentages, typically 95% or 99%. (t-distribution t-distribution see t statistic. ) are summarized in Exhibit 10. The following conclusions are drawn from these results, indicating the high validity of the approach proposed in this paper: * Participants' inputs are consistent. * The inputs show that the multiple product development approach applied on CWIS development provides very reasonable product definitions with a 4.5 sample mean and 95% confidence interval for the actual mean of 4.14 to 4.86. 4. CONCLUSIONS This study stated that achieving success with new product development in many markets is getting more challenging due to shrinking product life cycles, and demanding customers. The combination of these two issues forces companies to be more responsive to changes in the business environment and to act proactively to market trend. Consequently, accurate identification of customer requirements and simultaneous design of multiple products must be the two most important goals of businesses to stay competitive in the market. To help companies achieve these goals, this study first proposed a new multiple product development approach based on Kano's model of customer satisfaction. According to this method, more than one product can be designed concurrently such as basic, entry-level, advanced, and high-end products without compromising customer needs. These products can be considered as a product family for simultaneous market release, or as multiple generations designed in advance for market release over time, depending on the objectives of product developers. After that, capability of this approach was demonstrated on a research problem sponsored by NASA: Cockpit weather information system (CWIS) development. Four different CWIS products were defined by means of the Kano-based multiple product development approach, with increasing sophistication from the basic to the high-end product. These definitions were also validated val·i·date tr.v. val·i·dat·ed, val·i·dat·ing, val·i·dates 1. To declare or make legally valid. 2. To mark with an indication of official sanction. 3. by means of another customer survey, indicating that the approach provided credible results for CWIS development. On the other hand, it should also be noted that more testing is needed to conclude the usefulness of the simultaneous product development approach suggested in this paper. ACKNOWLEDGEMENTS We would like to thank NASA Langley Research Center Langley Research Center (LaRC) Oldest of NASA's field centers, LaRC is located in Hampton, Virginia and directly borders Poquoson, Virginia and Langley Air Force Base. LaRC focuses primarily on aeronautical research, though the Lunar Lander was flight-tested at this facility and a , Hampton, Virginia Hampton is an independent city in Virginia, and therefore not part of any Virginia county. One of the Seven Cities of Hampton Roads, it is on the southeast end of the Virginia Peninsula, bordering on Hampton Roads and Chesapeake Bay. 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American physicist. He shared a 1976 Nobel Prize for the discovery of a subatomic particle. Rich·ter , Jean Paul Friedrich Pen name Jean Paul. , R., Ribinoff, A., Shen, D., Timko M. and Walden Walden Thoreau’s classic; advocates a return to nature. [Am. Lit.: Van Doren, 208] See : Pastoralism , D., "Kano's Methods for Understanding Customer-Defined Quality," Center for Quality Management Journal, special issue, Vol. 2 (4), Fall 1993, 3-35. Cristiano, J. J., Liker, J. K. and White, C. C., Ill, "Key Factors in the Successful Application of Quality Function Deployment Quality function deployment or "QFD" is a flexible and comprehensive decision making technique used in product or service development, brand marketing, and product management. ," IEEE (Institute of Electrical and Electronics Engineers, New York, www.ieee.org) A membership organization that includes engineers, scientists and students in electronics and allied fields. Transactions on Engineering Management, Vol. 48 (1), February February: see month. 2001, 81-95. Feitzinger, E. and Lee, H.L., "Mass Customization at Hewlett-Packard See HP. Hewlett-Packard - (HP) Hewlett-Packard designs, manufactures and services electronic products and systems for measurement, computation and communications. The company's products and services are used in industry, business, engineering, science, medicine and : The Power of Postponement," Harvard Business Review Harvard Business Review is a general management magazine published since 1922 by Harvard Business School Publishing, owned by the Harvard Business School. A monthly research-based magazine written for business practitioners, it claims a high ranking business readership and , January-February 1997, 116-21. Huiskonen, J. and Pirttila, T., "Sharpening For image sharpening, see . Sharpening is the process of creating or refining a sharp edge on a tool or implement. The term has a wide application but can be expressed as the creation of two intersecting planes which produce an edge that is sharp enough to cut through the target Logistics Customer Service Strategy Planning by Applying Kano's Quality Element Classification," International Journal of Production Economics, Vol. 56-57, 1998, 253-260. Jiao, Jianxin, Tseng, Mitchell Mitchell, city (1990 pop. 13,798), seat of Davison co., SE S.Dak.; inc. 1881. Mitchell is a trade, distribution, and shipping center for a dairy and livestock area. M., Duffy Duffy is a surname of Irish origin. It comes from the original Irish name Ó Dubhthaigh, meaning descendant or grandson of Dubhthach. Dubhthach was an Old Irish first name meaning "Dark one". , Vincent G. and Lin Lin , Maya Ying Born 1959. American sculptor and architect whose public works include the Vietnam Veterans Memorial in Washington, D.C. (1982). Noun 1. , Fuhua Fuhua might be:
Kano, N., Seracu, N., Takahashi Takahashi can refer to:
Keel, M. B., Aviation Weather Information Requirements The information needed to support a business or other activity. Systems analysts turn information requirements (the what and when) into functional specifications (the how) of an information system. Study, Georgia Tech Research Institute The Georgia Tech Research Institute (GTRI) is the nonprofit applied research arm of the Georgia Institute of Technology in Atlanta, Georgia. GTRI employs around 1,300 people, and is involved in approximately $100 million in research annually for more than 200 clients in industry , NASA CR-2000-210288, June June: see month. 2000. Matzler, K. and Hinterhuber, H. H., "How to Make Product Development Projects More Successful by Integrating Kano's Model of Customer Satisfaction into Quality Function Deployment," Technovation, Vol. 18 (1), 1998, 25-38. Matzler, K., Hinterhuber, H. H., Bailom, F. and Sauerwein, E., "How to Delight Your Customers," Journal of Product and Brand Management, Vol. 5, 1996, 6-18. McDermott, C. M. and Stock, G. N., "The Use of Common Parts and Design in High-Tech high-tech also hi-tech adj. Informal Of, relating to, or resembling high technology. high-tech Adjective same as hi-tech Adj. 1. Industries: A Strategic Approach," Production and Inventory Management Journal, Vol. 35 (3), 1994, 65-69. Molina, Arturo People named Arturo:
This article is about reference works. For the subnotebook computer, see .
Patterson, M., Accelerating, Van Nostrand Reinhold, 1993. Sauerwein, E., Bailom, F., Matzler, K. and Hinterhuber, H. H., "The Kano Model: How to Delight Your Customers," The IX. International Working Seminar on Production Economics, Innsbruck/IgIs/Austria, February 19-23, 1996. Sethi, R., Smith, D. C. and Park, C. W., "Cross-Functional Product Development Teams, Creativity, and the Innovativeness of New Consumer Products," Journal of Marketing Research, Vol. 38 (1), 2001, 73-86. Sireli, Yesim, Kauffmann, Paul J. and Ozan, Erol, "A Product Development Decision Model for Cockpit Weather Information Systems," American Society for Engineering Management National Conference, October 2-5, 2002, Tampa, FL. Sireli, Yesim, "Information System Product Development by Integration of Kano's Customer Satisfaction Model with Quality Function Deployment," Ph.D. dissertation dis·ser·ta·tion n. A lengthy, formal treatise, especially one written by a candidate for the doctoral degree at a university; a thesis. dissertation Noun 1. , Old Dominion University “ODU” redirects here. For other uses, see ODU (disambiguation). The university was recently named one of the best colleges in the Southeast by The Princeton Review. , August 2003. Stalk, G. and Webber, A., "Japan's Dark Side of Time," Harvard Business Review, Vol. 71., 1993, 93-102. Stough, P., Aviation Weather Information Distribution and Presentation, NASA report, NASA Langley Research Center, August 6, 1998. Tan, K. C. and Shen, X. X., "Integrating Kano's Model in the Planning Matrix of Quality Function Deployment," Total Quality, Vol. 11, December 2000, 1141. Tontini, Gerson, "Deployment of Customer Needs in the QFD QFD Quality Function Deployment QFD Quantum Fluid Dynamics QFD Quality Functional Development QFD Quincy Fire Department (Massachusetts) Using a Modified Kano Model," Journal of the Academy of Business and Economics, March 2003. Yesim Sireli, University of North Carolina North Carolina, state in the SE United States. It is bordered by the Atlantic Ocean (E), South Carolina and Georgia (S), Tennessee (W), and Virginia (N). Facts and Figures Area, 52,586 sq mi (136,198 sq km). Pop. at Charlotte, Charlotte, North Carolina “Charlotte” redirects here. For other uses, see Charlotte (disambiguation). Charlotte is the largest city in the state of North Carolina and the 20th largest city in the United States. , USA Paul Kauffmann, East Carolina University East Carolina University is a public, coeducational, intensive research university located in Greenville, North Carolina, United States. Named East Carolina University by statue and commonly known as ECU or East Carolina , Greenville, North Carolina
Greenville, one of the fastest growing cities in North Carolina, is the county seat of Pitt County, and is the principal city of the Greenville, North Carolina Metropolitan Statistical Area. , USA Erol Ozan, East Carolina University, Greenville, North Carolina, USA Dr. Yesim Sireli earned her Ph.D. at the Department of Engineering Management & Systems Engineering at Old Dominion University, Norfolk, Virginia Norfolk is an independent city in the Commonwealth of Virginia, in the United States of America. With a population of 234,403 as of the 2000 census, Norfolk is Virginia's second-largest incorporated city. in 2003. She is currently an assistant professor at the Engineering Management Program at the University of North Carolina at Charlotte. Her research interests include technology management, technological decision making, forecasting, market analyses, and product development. Dr. Erol Ozan received his Ph.D. at the Department of Engineering Management & Systems Engineering at Old Dominion University, Norfolk, Virginia in 2003. He is currently an assistant professor at the Department of Technology Systems at East Carolina University, Greenville, North Carolina. His research interests include risk management, technology management, decision support systems, and computer visualization Using the computer to convert data into picture form. The most basic visualization is that of turning transaction data and summary information into charts and graphs. Visualization is used in computer-aided design (CAD) to render screen images into 3D models that can be viewed from all . Dr. Paul Kauffmann was formerly the Department Chair of Engineering Technology at Old Dominion University and is currently the Chair of the Department of Technology Systems at East Carolina University, Greenville, North Carolina. His research interests are technology management and managerial decision methods. His industrial career with Philip Morris USA Philip Morris USA is the United States tobacco division of Altria Group, Inc. General information On January 27, 2003, Philip Morris Companies Inc. changed its name to Altria Group, Inc. Even under this new name, Altria continues to own 100% of Philip Morris USA. included positions as project engineer, plant manager, and engineering director.
EXHIBIT 2. KANO EVALUATION TABLE
Dysfunctional form of the question
I am
I like I need neutral
this this about
feature feature this
Functional form omitted omitted feature
of the question
I like this Q A A
feature included
I need this R I I
feature included
I am neutral R I I
about feature
I can live R I I
with including
this feature
I dislike including R R R
this feature
Dysfunctional form
of the question
I can live
with I dislike
omitting omitting
this this
Functional form feature feature
of the question
I like this A O
feature included
I need this I M
feature included
I am neutral I M
about feature
I can live I M
with including
this feature
I dislike including R Q
this feature
EXHIBIT 3. SUMMARY OF CUSTOMER REQUIREMENTS
Customer Requirements Kano Absolute
(CRs) Category Importance
of CRs
(highest of
[S.sub.i];
or
[D.sub.i])
Graphical weather products:
AIRMETs
METARs I 42.9%
TAFs M 64.7%
Winds Aloft M 58.1%
Icing I 43.7%
Convective M 62.3%
Turbulence M 68.0%
Ceiling/Visibility I 44.0%
M 71.7%
Grid size:
2x2 mi--4x4 mi 1 3910.0%
5x5 mi--8x8 mi 1 42.0%
9x9 mi--12x12 mi 1 43.0%
Weather update interval:
0-5 minutes A 59.4%
5-10 minutes M 54.5%
10-20 minutes I 40.8%
20-30 minutes R 0.0%
30-60 minutes R 0.0%
Display of hazardous weather.
Text on screen
Voice on request I 42.0%
Symbols on the graph I 26.6%
Forecast maps I 48.8%
Radar loop animation O 55.6%
O 71.2%
Weather alert conditions:
Thunderstorm M 86.4%
Icing M 66.1%
Turbulence A 53.6%
Heavy precipitation O 57.8%
Low visibility M 60.4%
Traffic A 63.0%
Additional services I 35.8%
EXHIBIT 4. BASIC PRODUCT CUSTOMER REQUIREMENTS
Basic product CRs Kano Absolute
category importance
Graphical AIRMETs I 42.9%
weather Winds aloft I 43.7%
products: Turbulence I 44.0%
Grid size: 2 x 2 miles-4x4 miles I 39.1%
Weather Eve 10-20 minutes I 40.8%
updates:
Display of Via text on screen I 42.0%
hazardous
weather:
Additional e.g. Short Message I 35.8%
Services Service (SMS), e-mail,
or Internet
EXHIBIT 5. ENTRY-LEVEL PRODUCT CUSTOMER REQUIREMENTS
Entry-level Kano Absolute
product CRs category importance
Graphical METARs M 64.7%
weather TAFs M 58.1%
products: Icing M 62.3%
Convective M 68.0%
Ceiling/Visibility M 71.7%
Grid size: 5 x 5 miles-- I 42.0%
8x8 miles
Weather Eve 5-10 minutes M 54.5%
updates:
Display of Via symbols I 48.8%
hazardous on graph
weather:
Conditions Thunderstorm M 86.4%
for weather Icing M 66.1%
alert: Low visibility M 60.4%
EXHIBIT 6. ADVANCED PRODUCT CUSTOMER REQUIREMENTS
Advanced Kano Absolute
product CRs category importance
Graphical METARs M 64.7%
weather TAFs M 58.1%
products: Icing M 62.3%
Convective M 68.0%
Ceiling/Visibility M 71.7%
Grid size: 9 x 9 miles-- I 43.0%
12 x 12 miles
Weather Eve 5-10 minutes M 54.5%
updates:
Display of Via forecast maps O 55.5%
hazardous
weather:
Conditions Thunderstorm M 86.4%
for weather Icing M 66.1%
alert: Heavy precipitation O 57.8%
Low visibility M 60.4%
EXHIBIT 7. HIGH-END PRODUCT CUSTOMER REQUIREMENTS
High-end Kano Absolute
product CRs category importance
Graphical METARs M 64.7%
weather TAFs M 58.1%
products: Icing M 62.3%
Convective M 68.0%
Ceiling/Visibility M 71.7%
Grid size: 9 x 9 miles-- I 43.0%
12 x 12 miles
Weather Eve 0--5 minutes A 59.4%
updates:
Display of Via radar O 71.2%
hazardous loop animation
weather:
Conditions for Thunderstorm M 86.4%
weather alert: Icing M 66.1%
Heavy precipitation O 57.8%
Low visibility M 60.4%
Turbulence A 53.6%
Traffic Air traffic info A 63.0%
by switching
the display to
traffic
EXHIBIT 8. A COMPARATIVE SUMMARY OF THE
FOUR PRODUCT DEFINITIONS
Basic Entry-level
product CRs product
CRs
Graphical AIRMETs METARs
weather Winds aloft TAFs
products: Turbulence Icing
Convective
Ceiling/Visibility
Grid size: 2x2 miles-- 5x5 miles--
4x4 miles 8 x 8 miles
Weather
updates: Eve 10-- Eve 5--
20 minutes 10 minutes
Display of Via text Via symbols
hazardous on screen on graph
weather:
Conditions for N/A Thunderstorm
weather alert: Icing
Low visibility
Additional Short Message N/A
Services Service SMS,
e-mail, or
Internet
Traffic N/A N/A
Advanced High-end
product CRs product CRs
Graphical METARs METARs
weather TAFs TAFs
products: Icing Icing
Convective Convective
Ceiling/Visibility Ceiling/Visibility
Grid size: 9 x 9 miles-- 9 x 9 miles--
12 x 12 miles 12 x 12 miles
Weather
updates: Eve 5-- Eve 0--
10 minutes 5 minutes
Display of Via forecast Via radar
hazardous maps loop animation
weather:
Conditions for Thunderstorm Thunderstorm
weather alert: Icing Icing
Low visibility Heavy precipitation
Heavy precipitation Low visibility
Turbulence
Additional N/A N/A
Services
Traffic N/A Air traffic
info by switching
the display
to traffic
EXHIBIT 10. VALIDATION OF PRODUCT DEFINITIONS
CONFIDENCE
QUESTION INPUT INTERVAL UPPER LOWE
AVERAGE (95%) LIMIT R LIMIT
HOW REASONABLE 4.5 [+ or -] 0.36 4.86 4.14
ARE THE
BASIC PRODUCT
CHARACTERISTICS?
HOW REASONABLE 4.5 [+ or -] 0.36 4.86 4.14
ARE THE
ENTRY-LEVEL PRODUCT
CHARACTERISTICS?
HOW REASONABLE 4.5 [+ or -] 0.36 4.86 4.14
ARE THE
ADVANCED PRODUCT
CHARACTERISTICS?
HOW REASONABLE 4.5 [+ or -] 0.36 4.86 4.14
ARE THE HIGH-
END PRODUCT
CHARACTERISTICS?
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