Chapter 03 Product Design

Student: ___________________________________________________________________________

1. The market-pull view of new product innovation is to:

A. "Pull" the products into the market as fast as possible

B. Develop products that the company can sell, based on customer needs
C. Market whatever the company makes best
D. Make new products appealing through innovative packaging

2. Which of the following is NOT part of the new-product development process?

A. Concept development
B. Product design
C. Development of the marketing strategy
D. Pilot production/testing

3. An example of a prototype is:

A. A military aircraft
B. The personal computer
C. A Broadway play
D. The original McDonald's restaurant

4. Process design:

A. Is the way new product ideas are developed

B. Is the next stage after product design
C. Is considered less important to a company than product design
D. Should occur at the same time as product design
5. A restaurant offers a "customer's choice" sandwich for which the customer specifies
the bread, meat, cheese and topping he or she wants. There are three types of bread,
three types of meat, three types of cheese and four types of topping. How many
different sandwiches can the restaurant make?

A. 4
B. 27
C. 108
D. 162

6. Modular design involves:

A. Dividing the production process into separate work units

B. Dividing the products into product lines
C. Dividing the products into their similar components
D. Dividing the products into different cost categories

7. Three typical misalignments between product design and operations are:

A. Technology, reward systems, and infrastructure

B. Technology, process, and design
C. Technology, culture, and hierarchy
D. None of the above

8. Quality Function Deployment:

A. Links customer requirements to technical specifications

B. Eliminates customer attributes
C. Depends only on engineering characteristics
D. Assumes that interactions between engineering characteristics are unimportant

9. Quality Function Deployment includes which of the following: (1) relative importance
of customer attributes, (2) tolerance stack-up, (3) a comparison to the competitor's
product, (4) engineering characteristics, (5) customer perceptions, (6) customer
attributes, (7) variation around a target, (8) value analysis.

A. 3, 5, 6, 7, 8
B. 1, 3, 4, 5, 6
C. 1, 2, 4, 6, 7
D. 2, 5, 6, 7, 8
10. The concept that a product should not only fit the market needs but have a technical
advantage as well is known as the:

A. Market pull approach to new-product introduction

B. Technology push approach to new-product introduction
C. Interfunctional view to new-product introduction
D. Dual approach to new-product introduction

11. In which phase of the new-product design process should considerations about
tradeoffs among product cost, quality, and schedule be made?

A. Concept development
B. Product design
C. Preliminary process design
D. Pilot production/testing

12. When marketing, engineering, and operations simultaneously develop a product, this
approach is known as ________.

A. Sequential process
B. Traditional approach
C. Concurrent engineering
D. None of the above

13. Quality Function Deployment:

A. Is a tool for linking customer requirements to technical specifications

B. Facilitates inter-functional cooperation between marketing, engineering, and
manufacturing
C. Relates engineering characteristics to each other
D. All of the above

14. Design for manufacturing involves:

A. Simplification of products
B. Development of successive generations of products
C. Manufacture of multiple products using common parts, processes, and modules
D. Both a and c
15. Value analysis:

A. Improves the usefulness of the product without increasing the cost

B. Reduces the cost of a product without reducing its usefulness
C. Both a and b
D. None of the above

16. Product design supports the business strategy.

True False

17. Misalignments between operations and product design can occur in technology,
infrastructure, and rewards systems.

True False

18. The first step in Quality Function Development is to determine the customer
attributes. The second step in QFD is to translate the customer attributes into target
values.

True False

19. One of the major benefits of concurrent engineering is the reduction in time to
complete the new-product development process.

True False

20. Market pull is the best way to introduce new products.

True False

21. Modular design offers new opportunities for product and process design.

True False

22. ISO 9000 requires that a new-product development process be defined and followed
by a company.

True False

23. With the technology push view of new-product introduction, technology and the
market equally determine which products a firm should make.

True False
24. Medtronic Inc. designs and manufacturers pacemakers, small metal cases that
contain electronic circuitry and a battery to regulate a person's heartbeat. Describe
the typical process that should be followed by Medtronic Inc. while developing a new
generation of this technology.

25. Explain the information conveyed by various elements in the house of quality.

26. What are ways in which a company could collaborate with customers for new-product
design?
27. What criteria are important when a company is considering a supplier as a potential
collaborator in new-product development?

28. Describe value analysis. What are the desirable outcomes of value analysis to the
firm? To customers?

29. Describe modular design. What are the desirable outcomes of modular design to the
firm? To customers?
 Chapter 03 Product Design Key

1. The market-pull view of new product innovation is to:

A. "Pull" the products into the market as fast as possible

B. Develop products that the company can sell, based on customer needs
C. Market whatever the company makes best
D. Make new products appealing through innovative packaging
Difficulty: 1 Easy
Schroeder - Chapter 03 #1

2. Which of the following is NOT part of the new-product development process?

A. Concept development
B. Product design
C. Development of the marketing strategy
D. Pilot production/testing
Difficulty: 1 Easy
Schroeder - Chapter 03 #2

3. An example of a prototype is:

A. A military aircraft
B. The personal computer
C. A Broadway play
D. The original McDonald's restaurant
Difficulty: 2 Medium
Schroeder - Chapter 03 #3

4. Process design:

A. Is the way new product ideas are developed

B. Is the next stage after product design
C. Is considered less important to a company than product design
D. Should occur at the same time as product design
Difficulty: 2 Medium
Schroeder - Chapter 03 #4
5. A restaurant offers a "customer's choice" sandwich for which the customer
specifies the bread, meat, cheese and topping he or she wants. There are three
types of bread, three types of meat, three types of cheese and four types of
topping. How many different sandwiches can the restaurant make?

A. 4
B. 27
C. 108
D. 162
Difficulty: 2 Medium
Schroeder - Chapter 03 #5

6. Modular design involves:

A. Dividing the production process into separate work units

B. Dividing the products into product lines
C. Dividing the products into their similar components
D. Dividing the products into different cost categories
Difficulty: 2 Medium
Schroeder - Chapter 03 #6

7. Three typical misalignments between product design and operations are:

A. Technology, reward systems, and infrastructure

B. Technology, process, and design
C. Technology, culture, and hierarchy
D. None of the above
Difficulty: 3 Hard
Schroeder - Chapter 03 #7

8. Quality Function Deployment:

A. Links customer requirements to technical specifications

B. Eliminates customer attributes
C. Depends only on engineering characteristics
D. Assumes that interactions between engineering characteristics are unimportant
Difficulty: 2 Medium
Schroeder - Chapter 03 #8
9. Quality Function Deployment includes which of the following: (1) relative
importance of customer attributes, (2) tolerance stack-up, (3) a comparison to the
competitor's product, (4) engineering characteristics, (5) customer perceptions, (6)
customer attributes, (7) variation around a target, (8) value analysis.

A. 3, 5, 6, 7, 8
B. 1, 3, 4, 5, 6
C. 1, 2, 4, 6, 7
D. 2, 5, 6, 7, 8
Difficulty: 3 Hard
Schroeder - Chapter 03 #9

10. The concept that a product should not only fit the market needs but have a
technical advantage as well is known as the:

A. Market pull approach to new-product introduction

B. Technology push approach to new-product introduction
C. Interfunctional view to new-product introduction
D. Dual approach to new-product introduction
Difficulty: 2 Medium
Schroeder - Chapter 03 #10

11. In which phase of the new-product design process should considerations about
tradeoffs among product cost, quality, and schedule be made?

A. Concept development
B. Product design
C. Preliminary process design
D. Pilot production/testing
Difficulty: 2 Medium
Schroeder - Chapter 03 #11

12. When marketing, engineering, and operations simultaneously develop a product,

this approach is known as ________.

A. Sequential process
B. Traditional approach
C. Concurrent engineering
D. None of the above
Difficulty: 2 Medium
Schroeder - Chapter 03 #12
13. Quality Function Deployment:

A. Is a tool for linking customer requirements to technical specifications

B. Facilitates inter-functional cooperation between marketing, engineering, and
manufacturing
C. Relates engineering characteristics to each other
D. All of the above
Difficulty: 3 Hard
Schroeder - Chapter 03 #13

14. Design for manufacturing involves:

A. Simplification of products
B. Development of successive generations of products
C. Manufacture of multiple products using common parts, processes, and modules
D. Both a and c
Difficulty: 3 Hard
Schroeder - Chapter 03 #14

15. Value analysis:

A. Improves the usefulness of the product without increasing the cost

B. Reduces the cost of a product without reducing its usefulness
C. Both a and b
D. None of the above
Difficulty: 2 Medium
Schroeder - Chapter 03 #15

16. Product design supports the business strategy.

TRUE
Difficulty: 2 Medium
Schroeder - Chapter 03 #16

17. Misalignments between operations and product design can occur in technology,
infrastructure, and rewards systems.

TRUE
Difficulty: 1 Easy
Schroeder - Chapter 03 #17
18. The first step in Quality Function Development is to determine the customer
attributes. The second step in QFD is to translate the customer attributes into
target values.

FALSE
Difficulty: 3 Hard
Schroeder - Chapter 03 #18

19. One of the major benefits of concurrent engineering is the reduction in time to
complete the new-product development process.

TRUE
Difficulty: 2 Medium
Schroeder - Chapter 03 #19

20. Market pull is the best way to introduce new products.

FALSE
Difficulty: 2 Medium
Schroeder - Chapter 03 #20

21. Modular design offers new opportunities for product and process design.

TRUE
Difficulty: 1 Easy
Schroeder - Chapter 03 #21

22. ISO 9000 requires that a new-product development process be defined and
followed by a company.

TRUE
Difficulty: 1 Easy
Schroeder - Chapter 03 #22

23. With the technology push view of new-product introduction, technology and the
market equally determine which products a firm should make.

FALSE
Difficulty: 1 Easy
Schroeder - Chapter 03 #23
24. Medtronic Inc. designs and manufacturers pacemakers, small metal cases that
contain electronic circuitry and a battery to regulate a person's heartbeat.
Describe the typical process that should be followed by Medtronic Inc. while
developing a new generation of this technology.

Concept Development Phase: This phase is concerned with generating ideas

regarding the product (pacemaker) and evaluating various alternatives for making
this product. For example, decisions regarding the type of material used, the types
of battery used, etc. are discussed during this stage. The concept development
phase does not involve physical design of the product, but it consists of a selection
process wherein the best alternative is selected by the company.
Product Design Phase: This phase is concerned with the development of
engineering specifications for the pacemaker. For example, the size of the
pacemaker, the weight, and other engineering characteristics are designed in this
stage. At the end of this stage, Medtronic Inc. would possibly have sufficient
details in the form of engineering drawings that could be utilized for prototype
development.
Process Design Phase: This phase should take place simultaneously with the
product design phase and decision regarding the type of process (e.g., a Flexible
Manufacturing System) to be used for manufacturing the pacemaker is made
during this phase.
Pilot Production/Testing Phase: A prototype of the pacemaker is made during this
phase before the beginning of the actual production process. This phase also
involves various testing procedures that validate the functioning of the pacemaker.
Reliability and durability of the product developed are also verified during this
phase. An information package comprised of the pacemaker specifications and
process design training procedures is developed, which facilitates the transition
from the design to the production process.
(Refer to Section 3.2 to augment this answer)

Difficulty: 2 Medium
Schroeder - Chapter 03 #24
25. Explain the information conveyed by various elements in the house of quality.

Relative Importance: This is represented as the chimney of the QFD chart and
captures the relative importance of the customer attributes (CA) based on the
customer responses.
Competitive Comparison: This is present on the right side of the chart and is used
to compare the firm and its competitors based on the customer attributes (CA).
Engineering Characteristics (EC): These are present at the center of the chart and
represent the product design specifications. QFD involves the process of
translating CA into EC.
Relationships between Engineering Characteristics: These are shown on the roof of
the chart and represent the nature of relationship among ECs (Strong positive,
positive, negative, strong negative).
Competitive Evaluation: This is shown at the bottom of the QFD chart and
measures the engineering characteristics of the competitor's product.
Target Values: These are present at the bottom of the QFD chart and depict the
target values set for the new product design and are determined from the
relationships between CAs and ECs.

(Refer to Section 3.5 to augment this answer)

Difficulty: 2 Medium
Schroeder - Chapter 03 #25

26. What are ways in which a company could collaborate with customers for new-
product design?

Asking customers the right questions: What can we do to make your life easier or
more productive?
Aligning incentives (merchandise, monetary awards, and first access to new
designs) for customers to share their knowledge with the design team.
Creating a collaborative technology platform to share information.
Including customers as advisors to the design team.

(Refer to Section 3.4 to augment this answer)

Difficulty: 2 Medium
Schroeder - Chapter 03 #26
27. What criteria are important when a company is considering a supplier as a
potential collaborator in new-product development?

Whether the supplier has technical expertise the company lacks.

Capability of the supplier to meet targets for cost, quality, and product
performance.
Whether the supplier has the capacity to meet the product development schedule
and ramp-up to production.
Whether the supplier exhibits low risk regarding performing as expected.
(Refer to Section 3.4 to augment this answer)

Difficulty: 2 Medium
Schroeder - Chapter 03 #27

28. Describe value analysis. What are the desirable outcomes of value analysis to the
firm? To customers?

Value analysis is a method for improving the usefulness of a product without

increasing its cost or reducing the cost without reducing the usefulness of the
product. A logical step-by-step approach is used. In value analysis, the product is
evaluated for its objective (primary purpose), its basic function (must be
performed to make the product useful), and its secondary function (the result of
the way the product is designed). Value analysis is the process of examining
secondary functions to see if an alternative can be identified that will improve the
value ratio.
For the firm, value analysis may result in lower costs or improved product
usefulness and value.
For the customer, value analysis may result in a lower price or improved product
usefulness and value.
(Refer to Section 3.6 to augment this answer)

Difficulty: 2 Medium
Schroeder - Chapter 03 #28
29. Describe modular design. What are the desirable outcomes of modular design to
the firm? To customers?

Modular design is the development of a series of basic product components, or

modules, that can be assembled into a large number of different products.
For the firm, there are only a limited number of basic components and processes
(reducing complexity).
For the customer, it appears that there are a great number of different products.
(Refer to Section 3.7 to augment this answer)

Difficulty: 2 Medium
Schroeder - Chapter 03 #29
Chapter 03 Product Design Summary