Classifying and prioritising TV design attributes by Kano model and quadrant analysis: with a case study in Entekhab Industrial Group

The aim of this article is to identify, classify and prioritise TV design attributes. In order to collect and classify data, Kano questionnaire and interview have been applied and for the purpose of prioritising the attributes, quadrant analysis has been used based on the outputs of the Kano model and the cost of attributes. The research has been performed in the TV production section of the Entekhab Industrial Group and the sample included nine managers and staff of Research and Development (R&D) department. Findings indicate the effective application of Kano model and quadrant analysis in resolving the research problem.