Towards Harmonized R & D

Quality Dimensions (Indexes)

The Kinneret College on the Sea of Galilee

By: Raymond Austin under the guidance of

Dr. Avigdor Zonnenshain.
 Agenda

 Introduction
 Eight Dimensions of Quality
 Quality Dimensions Exploration
 Questionnaire
 Questionnaire Data Analysis
 Conclusions
 Further Work
 Introduction

• Growing importance of product quality.

• Importance of quality dimensions in R&D

process.

• David A. Garvin’s eight quality dimensions for

product as a principal basis for R&D.

• Derivation of quality dimensions in R&D process

using questionnaire.

• Presentation of quality dimensions in R&D .

 Eight Dimensions of Quality

Garvin’s Eight Dimensions

Performance Durability
Features Serviceability
Reliability Aesthetics
Conformance Perceived
Quality

of Product Quality
 Eight Dimensions of Quality

# Quality Dimension Definition

1 Performance Primary operating characteristics of a product.
2 Features Characteristics that supplement basic product performance
features.
3 Reliability Probability of a products success within a specific period of
time.
4 Conformance Degree to which a product’s design & operating
characteristics meet pre-established standards.
5 Durability Measure of product life: Amount of time of use one obtains
from a product before it physically deteriorates.
6 Serviceability Speed, courtesy ease of use, maintenance and service.
7 Aesthetics The look, feel, sound, taste or smell of a product.
8 Perceived quality Relates to the customer’s subjective opinion of the
product’s or company’s reputation.
 Quality Dimensions Exploration

# Quality Dimension Definition

1 Performance • Primary operating characteristics of a product - basis for
product development process.
• R&D processes measured against performance standards
and specifications.
• Performance level benchmarked against competitive
product/system in the market.
• Product performance measured by conducting defined tests
& experiments during R&D.
2 Features • Characteristics that supplement basic product performance
features.
• Feature criteria - Utilization in R&D process similar to
Performance.
• Features - Many a time never used; Additional complexity
leading to decreased product reliability & serviceability.
• Feature defined – Promote competitive marketing edge if
provides value to customer.
 Quality Dimensions Exploration

# Quality Dimension Definition

3 Reliability • Probability that a product will perform its intended function
satisfactorily for a specific period of time under stated
conditions.
• Dimension important to customers.
• Closely linked to Durability
• Japanese emphasis on Reliability - Market Superiority.
• Reliability close association to Serviceability, Safety.
• Use of Modularity to increase Reliability.
• Reliability involves measurable attributes.
4 Conformance • Degree to which a product’s design & operating
characteristics meet pre-established standards.
• Addresses “Tolerance stack-up” problem.
• Positive Impact on products Aesthetics.
• Japanese emphasis on Conformance - Market Superiority.
• Product Conformance measured by simulations and
experiments against design drawings and specifications.
 Quality Dimensions Exploration

# Quality Dimension Definition

5 Durability • Measure of product life: Amount of time of use one obtains
from a product before it physically deteriorates.
• Durability - Economical & Technical Dimension.
• Closely linked to Reliability.
• Measured by assessing historical information concerning
product life and controlled life testing.
6 Serviceability • Speed, courtesy ease of use, maintenance and service.
• Dimension important to customers.
• Requires strong customer service department & active field
representatives.
• Ease Of Repair - Objective Measure.
• More Practical if included in Reliability.
• Modularity - Positive/Negative Impact on Serviceability.
 Quality Dimensions Exploration

# Quality Dimension Definition

7 Aesthetics • Inclusion of features which impact the customers subjective
opinion of products look, feel, taste or smell.
• Not limited to consumer products.
• Important during Purchasing decision.
• Good Design: Essential Measure.
• Important part of design process: Adequate Alpha & Beta
user testing.
• Measured by allowing potential & actual end-users,
professional designers to grade product/system.
• Level of Aesthetics measured by comparing to International
standards.
8 Perceived Quality • Relates to the customer’s subjective opinion of the product’s
or company’s reputation.
• Branding/Advertising - Key contributor.
• Reputation - Primary contributor.
• Requires to meet standard of quality higher than that
established with preceding products.
 Questionnaire

• Includes a formal letter.

• Limited number of questions (Three).
• Limited in scope - Difficulty in obtaining response.
• Simple to avoid misunderstanding/misinterpretation of the
questions.
• Distributed to persons involved in product innovation,
research, design and development.
• Three questions asked:
– Select THREE most important quality dimensions from the list of
Garvin’s eight quality dimensions that apply to a majority of
projects and explain why chosen.
– Explain the impact of the chosen three quality dimensions on the
R&D process.
– Name and explain other quality dimensions having impact on R&D
process based on previous experience.
 Questionnaire Data Analysis

• ELEVEN responses received.

• Quality dimensions in R&D processes applying to majority of projects:
Reliability (11) Performance (8) Serviceability (5)
Conformance (4) Features (4) Perceived Quality (2)

• All recipients emphasized the importance of Reliability- Crucial having most

impact on user.
• Performance - Derivate of mandatory standards. Non-conformance leads to
invalid product which is unacceptable.
• Serviceability - Important requirement .
• Conformance - Derivate of mandatory standards.
• Features - most impact on customer.

• Other quality dimensions/suggestions:

– Durability - Crucial to the overall quality of the product.
– Usability - Important from S/W development view.
– Project schedule, time to market , Cost - Important considerations during
project planning.

(XX) – XX: Number of receipts

 Conclusions

• ALL the Garvin’s eight quality dimensions were

found relevant for quality in R&D.
• Reliability, Performance, Serviceability
,Conformance and Features, with Reliability leading
the list.
• Usability was proposed as supplement to the
above main quality dimensions.
• Time to market and cost considerations -
Important in development process.
• Other important relationship:
–Reliability relation to Serviceability, Modularity and
Safety.
–Association of Conformance to Aesthetics.
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