A DECISION-BASED DESIGN APPROACH FOR ENTERPRISE DRIVENPRODUCT DESIGN

摘要

This research is motivated by the need for developing a rigorous engineering design framework and theneed for developing an enterprise-driven design approach that facilitates the integration of business and engineeringmodeling in product design. Even though demand modeling techniques exist in market research, little work existson demand modeling that addresses the specific needs of engineering design; in particular that facilitatesengineering decision-making. In this work we enhance the use of discrete choice analysis (DCA) to demandmodeling in the context of Decision-Based Design. The consideration of a hierarchy of product attributes isintroduced to cascade customer desires to key customer attributes that relate to engineering analyses. To improvethe predictive capability of demand models, the Kano method is employed to provide the econometric justificationwhen selecting the shape of the customer utility function. A real (passenger) vehicle engine case study, developed incollaboration with the market research firm J.D. Power & Associates and Ford Motor Company, is used todemonstrate the proposed approaches.