Research Methodology

Prof. Ameya Samant

Dr. Noriaki Kano & Origins of the Kano
Model

– Professor at Tokyo Rika University

– Dean of Faculty of Engineering-1982-2006
– International Consultant
– Received Individual Deming Prize in 1997
– Author of:
• “Attractive Quality” (Kano Model)
• “Guide to TQM in Service Industries”
– Proposed new Customer Satisfaction model (Kano Model)
• Performance on product and service attributes is not equal in the eyes
of the customers
• Performance on certain categories attributes produces higher levels of
satisfaction than others.
 The Kano Model-Explained
 Invisible ideas about quality can be made visible.
Safety Airbags

ABS-ED

Safety Lock

Requirements in a Entertainment Fitted Speakers

Car
Retractable Antenna

Turning Radius
Warranty Period
Utility Bottle Holders
 The Kano Model-Explained
 For some customer requirements, customer satisfaction is
proportional to how fully functional the product is. These are “One-
Dimensional” in nature.
 The Kano Model-Explained
 Some customer requirements are not one-dimensional-there are also
“Must-Be” and “Attractive” elements.
 The Kano Model-Explained
 Indifference to a Quality Element may be roughly plotted along the
Horizontal Axis. The last 2 types Questionable and Reversed are
not plotted on the graph.
 Kano Questionnaire
Functional Form
of the Question
1. I like it.
2. I expect it.
If the vehicle mileage is 3. I’m neutral.
good, how do you feel? 4. I can tolerate it.
5. I dislike it.

1. I like it.
2. I expect it.
If the vehicle mileage is 3. I’m neutral.
poor, how do you feel? 4. I can tolerate it.
5. I dislike it.

Dysfunctional Form
of the Question

A Pair of Customer Requirement Questions in a Kano Questionnaire

 Kano Evaluation Matrix
DYSFUNCTIONAL
Customer 1.
2. 3. 4. 5.
Requirements
Like Must-be Neutral Live with dislike
F 1. Like Q A A A O
U
N 2. Must-be R I I I M
C
T 3.Neutral R I I I M
I
O 4. Live with R I I I M
N
A
L 5. Dislike R R R R Q

Customer Requirements:
A = Attractive; M = Must-be; O = One-dimensional
I = Indifferent; R = Reversed; Q = Questionable
Kano Analysis-What we Get?
 Several benefits are obtained from analyzing
Kano data:
 Gaining a better understanding of requirements
 Prioritizing requirements for development activities
 Distinguishing market segment characteristics
 Aiding in the design tradeoff process
B Segment Cars! What We Want?

 Survey conducted across Mumbai to identify

critical to Quality features in B segment Cars
 Features offered as optional or on top end models
identified to figure out:
 Customer Perception
 Satisfaction Quotient

 Questionnaire formulated and administered as per

Kano format to identify Insights
 Methodology & Demographics
 Paper & Web Based
 Sample size - 150 respondents
 Gender Ratio – 3:1 Male: Female
 Age Group – 19-58 with max respondents in the age
group 20-29
 Survey administered in the Western suburbs and
Central Suburbs
 Ratio of Car Owners vs. Non Car Owners – 3:1
What we asked people..?
 Vehicle Mileage  Fog Lamps 
 ABS  Bottle holders on All Door
 Parking Sensors  Rear Defoggers
 Power Windows   Big GLOVE Compartmen
 Power Steering  Keyless Entry
 Factory Fitted Speakers    Push Button Start
 Air Bags  Body colored fittings 
 Tinted Windows
 Analysis
C.R A I M O Q R TOTAL GRADE
1 17 19 15 97 1 1 150 O
2 43 54 4 21 26 2 150 I
3 61 68 6 12 2 1 150 I
4 44 33 39 32 1 1 150 A
5 37 16 32 62 1 2 150 O
6 30 54 38 20 3 5 150 I
7 47 68 10 21 4 0 150 I
8 51 72 7 13 5 2 150 I
9 39 77 9 13 11 1 150 I
10 29 66 26 19 6 4 150 I
11 26 65 13 11 8 27 150 I
12 33 96 4 13 4 0 150 I
13 39 56 27 20 6 2 150 I
14 33 78 4 14 5 16 150 I
15 48 52 23 22 3 2 150 I
Analysis

MILEAGE

Power
Steering
 Analysis

POWER WINDOWS
Attractive
 Analysis

ABS-ED R&P Tinted Bottle Rear Push Button

Sensor Window Holder Defogger Start
 Analysis

Airbag Fog Big GC

FF Lamps Keyless Entry
SPEAKERS
Conclusions
 Features vs. Perceived Value in eyes of Customer
 Eg: Nissan Micra, Volkswagen Polo etc
 Correlation with Sales Data
 Feature Prioritisation vs. Cost
 Model Differentiations
THANK YOU
Group 5:

 Darshan Salgia
 Dhaval Mehta
 Rahul Manerikar
 Rohit Kshirsagar
 Udit Kariwala
 Vignesh B