Quality function deployment and decision analysis

This article presents and compares two techniques for making multiobjective product design decisions: quality function deployment (QFD) and decision analysis (DA). A research and development (R&D) case study describes the application of these techniques to the selection of the design for a new cargo/passenger aircraft. QFD provides a process for maintaining the voice of the customer, structuring the information in a concise format, developing teamwork, and improving communication. DA improves the quality of decisions by providing the decision maker with a better understanding of his values, insights into value trade-offs, an understanding of major uncertainties, and the value of additional information. In this study, we found many similarities between the two techniques; however, for multiobjective decisions, decision analysis provides some significant advantages for generating alternatives and performing analysis. We recommend combining the best features of QFD and DA for R&D decision making.