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SUBJECTIVE EVALUATIONS FOR PRODUCT DESIGN DECISIONS

SUBJECTIVE EVALUATIONS FOR PRODUCT DESIGN DECISIONS This paper presents a simple methodology to enable a firm to incorporate consumers' subjective evaluations early into the concept screening stage of a new product introduction process. The methodology involves eliciting ranked preference judgments toward a set of alternative product concepts, each described as a profile of attributes and derived from an interval‐scaled utility score using Thurstone's comparative judgment model. The derived utility scores are then decomposed into simple effects attributable to each of the attributes, thus yielding functional representations of consumer preferences. Mathematical models are developed to utilize the functions to determine the best concept. Empirical illustrations are provided for application of the methodology. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Decision Sciences Wiley

SUBJECTIVE EVALUATIONS FOR PRODUCT DESIGN DECISIONS

Rao, Vithala R.; Soutar, Geoffrey N.
Decision Sciences , Volume 6 (1) – Jan 1, 1975
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References (2)

Publisher
Wiley
Copyright
Copyright © 1975 Wiley Subscription Services, Inc., A Wiley Company
ISSN
0011-7315
eISSN
1540-5915
DOI
10.1111/j.1540-5915.1975.tb01002.x
Publisher site
See Article on Publisher Site

Abstract

This paper presents a simple methodology to enable a firm to incorporate consumers' subjective evaluations early into the concept screening stage of a new product introduction process. The methodology involves eliciting ranked preference judgments toward a set of alternative product concepts, each described as a profile of attributes and derived from an interval‐scaled utility score using Thurstone's comparative judgment model. The derived utility scores are then decomposed into simple effects attributable to each of the attributes, thus yielding functional representations of consumer preferences. Mathematical models are developed to utilize the functions to determine the best concept. Empirical illustrations are provided for application of the methodology.

Journal

Decision Sciences – Wiley

Published: Jan 1, 1975

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