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Chapter 17. Phase 1: Gathering the Voice... > Qualitative Data and Quantitative Da...

17.2. Qualitative Data and Quantitative Data

The QFD process requires that customer data be represented as a list of product or service attributes that are important to the customer. The attributes, or needs, are potential benefits that the customer could receive from the product or service. Each attribute in the list is to have some numerical data associated with it: relative importance of the attribute to the customer, and the Customer Satisfaction Performance level of similar products with respect to that attribute.

We call the attributes qualitative customer data, and we call the numerical information about each attribute quantitative data. Figure 17-2 indicates where in the HOQ these types of data go. The methods for arriving at the qualitative and quantitative data are different. In addition, there are many alternative methods for arriving at each kind of information.


  

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