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? ECs should directly affect CAs ? ECs should be applicable to other designs (the petitor’s design amp。ECs) ? What if there is an empty row? ? What if there is an empty column? ? What if there is a very full row? ? What if there is a very full column? ? What does lower diagonal block imply? ? What does a full block imply? “Rooms” in the House of Quality Figure adapted from Lou Cohen. Correlations Engineering Characteristics Relationships Customer Attributes Customer Perceptions and Benchmarking Objective Measures Importance Ratings Targets The Roof of the House ?Indicates a positive relationship X Indicates a negative relationship ? Is the roof matrix a function of the relationships matrix? ? Is it an Axiomatic Design matrix? ? Is it a Design Structure Matrix? “Rooms” in the House of Quality Figure adapted from Lou Cohen. Correlations Engineering Characteristics Relationships Customer Attributes Customer Perceptions and Benchmarking Objective Measures Importance Ratings Targets Benchmarking the Competition How does your industry do benchmarking? What opportunities reveal themselves here? “Rooms” in the House of Quality Figure adapted from Lou Cohen. Correlations Engineering Characteristics Relationships Customer Attributes Customer Perceptions and Benchmarking Objective Measures Importance Ratings Targets How is the “imputed importance” of ECs related to “relative importance of CAs? Why set targets? Families of Houses Example of FlowDown ? CAs –Engine emissions (government) –Engine smoothness (driver) ? ECs(engine system level) –Compression ratio (NOX) –Engine timing ? ECs(ponent level) –Crankpin throw–Crankpin index angle ? ECs (manufacturing requirements) – Lead screw precision – Spindle error motion Plan for the Session ? What is rationality? ? Quality Function Deployment –What is it for? What is it not for? –What is it? How do you use it? –Does it work? ? Next steps Experiences with QFD in Japan Startup and Preproduction Costs at Toyota Auto Body Before and After QFD. Experiences with QFD in the U. S. ? 35 projects at 9 . firms (19871989) ? 29 had data on product quality / cost ? 7 out of 29 credit QFD with shortterm material benefits (quality, time, or cost) ? Virtually all reported strategic benefits –Structuring decisionmaking across functional areas –Building an anized, motivated team –Moving information efficiently from its origin to the ultimate user Griffin, A. “Evaluating Development Processes, QFD as an Example”, Marketing Sciences Institute report 91121. Arrow’s Theorem and Engineering Engineer Preference Group preference Hazelrigg, G. A., 1997, “On Irrationality in Engineering Design”, ASME J of Mech Des. Votes Hazelrigg’s Claims ? Arrow’s theorem implies that –“irrationality is practically assured” –“a customercentered view of design is not possible” ? The majority of methods in mon use in engineering design provide results that are “egregiously in error” ? Adopting DBD approach leads to a factor of two improvement in the bottom line A Case Stu