质量管理前沿领域.ppt

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1、 质量管理前沿领域质量管理前沿领域 QFD简介简介质质 量量 机机 能能 展展 开开Quality Function DeploymentFollow-up on Session#4 Shashi Kant-My belief is that XP is a very interesting concept and should be covered-at least superficially.It would help to have an idea of such a process even in a highly structured development processes li

2、ke in the defense or aerospace industries.So my vote would be to at least touch on the subject,I think even non-software people would find it fascinating.Follow-up on Session#4 Stephen Friedenthal-Intuitively it seems rational that the best decision making process is coherently logical.However,if I

3、take it as an axiom that I can never have perfect information this leads to the implication that a perfectly rational and logical decision making process can lead to a faulty conclusion But,by the same logic this implies that if your logic is flawed you may or may not get the wrong answer So,does th

4、is imply that it can be advantageous not to be a rational decision maker or,is there a flaw in this train of thought?Plan for the SessionWhat 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 stepsWhat is Rationality?“Theoreti

5、cal rationality applies to beliefs e.g.beliefs that are self evident or derived from self evident beliefs by a reliable procedure”“Another account of rational action is.to act rationally is to act on universalizable principles,so that what is a reason for one person must be a reason for everyone”“Pr

6、actical rationality applies to actionsacting rationally simply means acting in a way that is maximally efficient in achieving ones goals”-Cambridge Dictionary of Philosophy Human rational behavior is shaped by a scissors whose two blades are the structure of task environments and the computational c

7、apabilities of the actor.-Herbert SimonSimon,H.A.,1990,“Invariants of human behavior,”Annual Review of Psychology,41,1-19.Bounded rationality is a genuinely interdisciplinary topic.Its subject matter is the mechanisms that humans,institutions,and artificial agents use to achieve their goals.The comm

8、on denominator is that decisions need to be made with limited time,knowledge,and other resources,and in a world that is uncertain and changing.Gigerenzer,G.and R.Selten,2001,“Rethinking Rationality,”in Bounded Rationality,MIT Press,Cambridge,MA.“Heuristics that are matched to particular environments

9、 allow agents to be ecologically rational,making adaptive decisions that combine accuracy with speed and frugality.We call the heuristics“fast and frugal”because they process information in a relatively simple way,and they search for little information.Todd,P.M.,and G.Gigerenzer,2003,“Bounding Ratio

10、nality to the World,”Journal of Economic Psychology,v.24,pp.143-165.Concept QuestionConsumer reports suggests that a particular car model is the top rated car in its category in overall quality including frequency of repair.Your neighbor purchased the same car model six months ago and just experienc

11、ed a major and costly breakdown.Should you still buy the car?Concept QuestionLong experience suggests that a particular stretch of a river is among the safest for children to swim in.Yesterday your neighbors first born son was eaten by a crocodile in that stretch of river.Should you still let your c

12、hild swim there?The Less is More EffectGoldstein and Gigerenzer(1999)A pair of cities is drawn from a set of the 83 largest German citiesThe task was to decide which of the two cities in each pair was largerAmerican students accuracy 65%German students accuracy was lowerWhy?The recognition heuristic

13、 works best when information is at an appropriate level(sometimes less information is better)One Reason Decision MakingThe“Take The Best”heuristic equals or outperforms any linear decision strategy when information is noncompensatory,that is,when the potential contribution of each new cue falls off

14、rapidly so that combinations of later cues cannot outweigh earlier ones(Martignon&Hoffrage,1999).Such environments seem fairly commonplace,at least in an approximately noncompensatory form.Cognitive Parameters Language Learning in ChildrenFor AdultsFor ChildrenYou say:Its two hours past your bedtime

15、.Drink your milk.They process:Blah blah blah blah blah blah.Drink your milk.This is a good thing.They learn simple grammar first.Follow-up on Session#4 Stephen Friedenthal-Intuitively it seems rational that the best decision making process is coherently logical.However,if I take it as an axiom that

16、I can never have perfect information this leads to the implication that a perfectly rational and logical decision making process can lead to a faulty conclusion But,by the same logic this implies that if your logic is flawed you may or may not get the wrong answer So,does this imply that it can be a

17、dvantageous not to be a rational decision maker or,is there a flaw in this train of thought?No,sometimes they are just heuristicRight!Yes,there is growing,empirical evidencethat it is advantageous to be irrational in astrictly formal sense and instead to be ecologically rationalImplications for“Tool

18、s”PhaseWe chose simple methods that have evidence of effectiveness in field useWe do not assume that the latest method with added“improvements”is betterIn particular,if a new fangled method requires more information or processing it is under suspicionOf course,if field data prove it out,we will add

19、it to the coursePlan for the SessionWhat 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 stepsSystems Engineering Systems Engineering is an interdisciplinary approach and means to enable the realization of successful systems

20、.It focuses on defining customer needs and required functionality early in the development cycle,documenting requirements,then proceeding with design synthesis and system validation while considering the complete problem:Operations Performance TestManufacturing Cost ScheduleTraining SupportDisposalD

21、iscussion of MarketingWhat training,exposure have you had to“inbound”marketing techniques?What are the key techniques you that can be used to:Determine Customer Attributes?Prioritize Customer Attributes?Traditional Over the Wall DesignWhat is the QFD for?QFD is forCoordinating skills within an organ

22、ization Serves as a lingua franca Helps break down the functional silos Encourages real teamworkDesigning goods that customers want to purchase Creates external focus Provides immersion in the specificationsTarget setting for mature productsQFD is NOT forAutomatic decision making”the house absolves

23、no one of the responsibility of making tough decisions”Implementing a quick fix”None of this is simple”An elegant idea ultimately decays into process”What is also not simple is creating an organization capable of absorbing elegant ideas”More difficult to use for highly novel/unprecedented functionsH

24、auser and Clausing,1988,“The House of Quality”,Harvard Business Review.Plan for the SessionWhat 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“Rooms”in the House of QualityFigure adapted from Lou Cohen.CorrelationsEng

25、ineering CharacteristicsRelationshipsCustomerAttributesCustomerPerceptions andBenchmarkingObjective MeasuresImportance RatingsTargetsAdapted from Hauser and Clausing.Customer Attributes(CAs)CAs=phrases“customers”use to describe the desired product Who are the“customers”?Try to preserve the“voice of

26、the customer”by using their language What are some examples?How is the language of the customer different from language required for design?Structuring Customer Attributes Note the tree-like structure How would you develop a tree from a jumbled list?Customer Attributes and Bundles of Customer Attrib

27、utes for a Car Door.Cognitive Parameters Prioritizing Customer AttributesCapture any strong consensus about relative importanceDo not over-emphasize these ratingsRelative-importance Weights of Customer Attributes.“Rooms”in the House of QualityFigure adapted from Lou Cohen.CorrelationsEngineering Cha

28、racteristicsRelationshipsCustomerAttributesCustomerPerceptions andBenchmarkingObjective MeasuresImportance RatingsTargetsEngineering Characteristics(ECs)ECs should describe the product in measurable terms ECs should directly affect CAsECs should be applicable to other designs(the competitors design&

29、new alternatives)Are there other attributes of good ECs?What are some examples of poorly written ECs?Example Relationship MatrixIndicates a strong positive relationshipIndicates a medium positive relationshipX Indicates a strong negative relationshipX Indicates a medium negative relationshipNote the

30、 objectivemeasures of ECsAxiomatic DesignDesign viewed as mapping between the domains(customer,physical,process)Theory says coupled systems are worse than uncoupled systemsRelationship Matrix(CAs&ECs)What if there is an empty row?What if there is an empty column?What if there is a very full row?What

31、 if there is a very full column?What does lower diagonal block imply?What does a full block imply?“Rooms”in the House of QualityFigure adapted from Lou Cohen.CorrelationsEngineering CharacteristicsRelationshipsCustomerAttributesCustomerPerceptions andBenchmarkingObjective MeasuresImportance RatingsT

32、argetsThe Roof of the HouseIndicates a positive relationshipX Indicates a negative relationshipIs 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 QualityFigure adapted from Lou Cohen.CorrelationsEngineerin

33、g CharacteristicsRelationshipsCustomerAttributesCustomerPerceptions andBenchmarkingObjective MeasuresImportance RatingsTargetsBenchmarking the CompetitionHow does your industry do benchmarking?What opportunities reveal themselves here?“Rooms”in the House of QualityFigure adapted from Lou Cohen.Corre

34、lationsEngineering CharacteristicsRelationshipsCustomerAttributesCustomerPerceptions andBenchmarkingObjective MeasuresImportance RatingsTargets How is the“imputed importance”of ECs related to“relative importance of CAs?Why set targets?Families of Houses Example of Flow-DownCAs Engine emissions(gover

35、nment)Engine smoothness(driver)ECs(engine system level)Compression ratio(NOX)Engine timingECs(component level)Crankpin throwCrankpin index angle ECs(manufacturing requirements)Lead screw precision Spindle error motionPlan for the SessionWhat is rationality?Quality Function Deployment What is it for?

36、What is it not for?What is it?How do you use it?Does it work?Next stepsExperiences 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 U.S.firms(1987-1989)29 had data on product quality/cost7 out of 29 credit QFD

37、 with short-term material benefits(quality,time,or cost)Virtually all reported strategic benefits Structuring decision-making across functional areas Building an organized,motivated team Moving information efficiently from its origin to the ultimate userGriffin,A.“Evaluating Development Processes,QF

38、D as an Example”,Marketing Sciences Institute report 91-121.Arrows Theorem and EngineeringEngineerPreferenceGroup preferenceHazelrigg,G.A.,1997,“On Irrationality in Engineering Design”,ASME J of Mech Des.VotesHazelriggs Claims Arrows theorem implies that “irrationality is practically assured”“a cust

39、omer-centered view of design is not possible”The majority of methods in common use in engineering design provide results that are“egregiously in error”Adopting DBD approach leads to a factor of two improvement in the bottom lineA Case Study to Test QFD“The major problem with HoQ is the way in which

40、the attribute relations are established with arbitrary scales”“it has been suggested that the use of such scales is no better than using a random number generator.Evidence of this is offered in the case study”Olenwik,A.T.and K.E.Lewis,2003“On Validating Design Decision Methodologies”,ASME Design Eng

41、ineering Technical Conference,DETC2003 DTM-48669.A Case Study to Test QFD The total combination of number scales(from 1 to 9)were found.Examples include(1,3,9),(2,4,6),(1,2,3)etc.and are always in the form abc.Next,random numbers taken from a uniform distribution from 1 to 9 were inserted where ever

42、 a relationship was found to exist.The relative weights were calculated for the 84 cases.Olenwik,A.T.and K.E.Lewis,2003“On Validating Design Decision Methodologies”,ASME Design Engineering Technical Conference,DETC2003 DTM-48669.A Case Study to Test QFDOlenwik,A.T.and K.E.Lewis,2003“On Validating De

43、sign Decision Methodologies”,ASME Design Engineering Technical Conference,DETC2003 DTM-48669.“t-tests show that the nullhypothesis is not false for allthe engineering attributesexcept balance and volume”“Certainly,the resultsgenerated here should raisesome concerns about the useof HoQ as a design to

44、ol.”Using Matlab to Check ResultsInput data(put into matrix M)Using Matlab to Check Results“Scales”Using Matlab to Check Results“Random”Comparing Results of“Scales”and“Random”A Case Study to Test QFD“The major problem with HoQ is the way in which the attribute relations are established with arbitrar

45、y scales”“it has been suggested that the use of such scales is no better than using a random number generator.Evidence of this is offered in the case study”Olenwik,A.T.and K.E.Lewis,2003“On Validating Design Decision Methodologies”,ASME Design Engineering Technical Conference,DETC2003 DTM-48669.No,t

46、hey are very different from arandom number generatorNo,they arenot arbitraryQuality Function Deployment Summary“can break down functional barriers and encourage teamwork”“The house relives no one of the responsibility of making the tough decisions”Many of the most effective companies use QFDSurveys

47、suggest that QFD provides long term competitive advantagesThe arguments against QFD so far seem weakPlan for the SessionWhat 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 stepsNext StepsOptional Matlab session 11AM Fri 3-4

48、49DDo the reading assignment Pugh_Total Design ch4.pdf If you have not done the exam Do the exam by 7:30AM Tues 29 June Respect the 2 hour limit and“one sitting”ruleIf you have done the exam Please refrain from discussing the examDo assignment#3Assignment#3-QFDSelf select into teams of 3 to 5 peopleHeterogeneous teams preferred1.Select a system of interest to you(or a subsystem)and develop a HoQ(10X10)2.Take a small subset(2X2)and create at least three linked housesWrite an essay on an alternative to QFD