
195Product Development andSystems Engineering
relative importance in the minds of the customer. There is some arbitrariness
involved in this step. Assuming that the overall value from the CFL lamp to
the customer is a linear sum of the part-worths of the attributes, one scheme
that works is given in Table7.3.
Realize that the rankings in Table7.2 can be achieved using many different
combinations of associated part-worths, leading to some arbitrariness. There
are many further techniques in conjoint analysis that can deal with this
issue, but we will not study them in this book. The simple method shown can
be a good rst-cut method to compare ...