VALLIAMMAI ENGINEERING COLLEGE

DEPARTMENT OF MANAGEMENT STUDIES

BA5107 TOTAL QUALITY MANAGEMENT
QUESTION AND ANSWERS

UNIT IINTRODUCTION
Quality – vision, mission and policy statements. Customer Focus – customer perception of quality, Translating
needs into requirements, customer retention. Dimensions of product and service quality. Cost of quality.

Q. Competence
Part - A Level
No
Define Quality.
1. According to ISO quality can be defined as follows,”Quality is the totality
of characteristics of an entity that bear on its ability to satisfy stated &
implied needs”.

Q=P/E; P=Performance, E=Expectation.

1 BTL 1 Remember
Compare Dimensions of product and service quality.
Dimensions of product quality

Garvin proposes eight critical dimensions or categories of quality that can serve as a framework for
strategic analysis: Performance, features, reliability, conformance, durability, serviceability,
aesthetics, and perceived quality.

Dimensions of product Dimensions of service

quality quality.

1. Performance.
Responsiveness
2. Features Tangibles
3. Reliability Assurance
4. Conformance Empathy
5. Durability. Reliability.
6. Serviceability

7. Aesthetics
2 8. Perceived Quality BTL 2 Understand
Identify the equation that would quantify quality?
Q=P/E; P=Performance, E=Expectation.
3 If P>=E – Customers are Satisfied, P<E – Customers are Dissatisfied. BTL 3 Apply
Classify the characteristics of quality.
Performance.
Features.
Reliability
Conformance
Durability
Serviceability
Aesthetics or Style
4 Perceived Quality. BTL 4 Analyze
 Discuss the duties of quality council.
1.Develop the core values, vision statement, mission statement and quality
policy statement.
2.Develop the strategic long-term plan with goals and the annual quality
improvement program with objectives.
3.Create education and training plan.
4.Determine and continually monitor the cost of poor quality.

5 BTL 5 Evaluate
Interpret the essential steps of quality planning?
Discover customer needs.
Customer positioning.
Predict the future.
Gap analysis.
Closing the gap.
Alignment.
Implementation
6 BTL 6 Create
Define Hidden cost.
Expense not normally included in the purchase price of an equipment or
7 machine, such as for maintenance, supplies, training, and upgrades BTL 1 Remember
Compare appraisal and failure costs.

Prevention costs are associated with the design, implementation and

maintenance of the TQM system. They are planned and incurred before actual
operation, and can include:Product Requirements –Quality Planning –Quality
Assurance –.Training –

Appraisal costs are associated with the vendors and customers evaluation of
purchased materials and services to ensure they are within specification. They
8 can include: Verification –. Quality Audits –.Vendor Evaluation BTL 2 Understand
Define Return on Quality (ROQ).

ROQ is a technique that calculates a return on investment in quality, or "return

on quality" (ROQ). It enables quality improvement expenditures to be evaluated
as investments, on an equal footing with other financial investments. The
approach is based on the following philosophy of quality improvement:

Quality is an investment.

Quality efforts must be financially accountable.

It is possible to spend too much on quality.

Not all quality expenditures are equally valid.

9 BTL 3 Apply
10 What conclusion can you draw on the term Service Quality? BTL 4 Analyze
 S ervice quality (SQ), , is a comparison of perceived expectations (E) of
a service with perceived performance (P), giving rise to the equation SQ=P-
E This conceptualistion of service quality has its origins in the expectancy-
disconfirmation paradigm.[2]
A business with high service quality will meet or exceed customer expectations
whilst remaining economically competitive.

How is Customer retention focused in TQM?

Customer Retention is the activity that a selling organization undertakes in

order to reduce customer defections. Successful customer retention starts with
the first contact an organization has with a customer and continues throughout
the entire lifetime of a relationship. A company’s ability to attract and retain
new customers, is not only related to its product or services, but strongly
related to the way it services its existing customers and the reputation it
creates within and across the marketplace.

It is costly to attain a new customer than to retain the old one .

11 BTL 5 Evaluate
Interpret the barriers to TQM implementation.
Lack of management commitment
Improper planning
Lack of employee commitment
Lack of effective communication
Lack of training
Lack of performance measures
12 BTL 6 Create
Define prevention costs.

Prevention costs are associated with the design, implementation and

maintenance of the TQM system. They are planned and incurred before actual
operation, and can include:

 Product Requirements – The setting specifications for incoming

materials, processes, finished products/services.
 Quality Planning – Creation of plans for quality, reliability, operational,
production and inspections.
 Quality Assurance – The creation and maintenance of the quality system.
 Training – The development, preparation and maintenance of processes.

13 BTL 1 Remember
Compare TQM & TQM frame.
According to ISO, “TQM is the management approach centred on quality, based
on the participation of all its members & aiming at long-term success through
customer satisfaction and benefits to all members of the organisation and to
society.
TQM framework includes Contributions of Quality gurus, concepts and
principles of TQM, tools used for realization of a product and service
14 BTL 2 Understand
 How would you show your understanding the purpose of translating customer Apply
15 needs into product requirements. BTL 3
The Kano model is a theory of product development and customer
satisfaction developed in the 1980s by Professor Noriaki Kano, which classifies
customer preferences into five categories

Summarize the need for Customer Focus.

Since the organizations depend on their customers, therefore they should

understand current and future customer needs, should meet customer
requirements and try to exceed the expectations of customers. An organization
attains customer focus when all people in the organization know both the
internal and external customers and also what customer requirements must be
met to ensure that both the internal and external customers are satisfied

16 BTL 4 Analyze
Classify the basic concepts of TQM.
1.A committed and involved management to provide long-term top-to bottom
organizational support. Top management should be aware of currect situation
and needs to be commited towards TQM implementation.
2. Focus on the customer, both internally and externally.
Focus customer requirements and product/service expectations.
3. Effective involvement and utilization of the entire work force.
Involve emplyees in understanding the quality aspects and make them
accountable
4. Continuous improvement of the business and production process.
Continuous improvement in the process is required
5. Treat suppliers as your partners.
6. Establish performance measures for the processes.Develop tracking
mechanism for processes and improve it as per business requirements
17 BTL 1 Remember
18  Define the term ‘Quality Cost’. Costs ot quality refers to the cost BTL 2 Understand
that are incurred to ensure that the products and the services
confirm to product requirements. ( Cost of assurance )
 Cost of Quality are cost associated with the non- achievement of
product or service quality as defined by the organisation and its
contracts and the society .
 ( Cost of non- conformance )
Elements of quality cost/types of quality cost:
1. Cost of prevention,2. Cost of appraisal, 3. Cost of internal failure, 4. Cost of
external failure

Outline the elements of customer service.

 Customers come first. Companies need to understand who they are,
what they hope to accomplish and what they need to feel satisfied
throughout their shopping journeys.
 Service follows. Entrepreneurs should study how consumers want to
solve problems and what they expect when help is provided.

 Location is last. It's useful to learn where shoppers prefer to interact

19 with businesses. BTL 1 Remember
Record the characteristics of Quality Vision statement.
Vision statement: It is a short declaration on what an organisation aspires to
be tomorrow.
(Eg: “to be the leading consumer battery company in the world”-Duracell
International)
1. Be inspirational.
2. Be ambitious.
3. Be realistic.
4. Be creative.
5. Be descriptive.
6. Be clear.
7. Be consistent.,

20 BTL 1 Remember

1
 VALLIAMMAI ENGINEERING COLLEGE
DEPARTMENT OF MANAGEMENT STUDIES
BA5107 TOTAL QUALITY MANAGEMENT
QUESTION BANK

UNIT II PRINCIPLES AND PHILOSOPHIES OF QUALITY MANAGEMENT

Overview of the contributions of Deming, Juran Crosby, Masaaki Imai, Feigenbaum, Ishikawa, Taguchi
techniques – introduction, loss function, parameter and tolerance design, signal to noise ratio. Concepts
of Quality circle, Japanese 5S principles and 8D methodology
Q. Competenc
Part - A Level
No e
Define brainstorming.
Process for generating creative ideas and solutions through intensive and
freewheeling group discussion. Every participant is encouraged to think aloud
and suggest as many ideas as possible, no matter seemingly how outlandish
or bizarre. Analysis, discussion, or criticism of the aired ideas is allowed only
when the brainstorming session is over and evaluation session begins. See
also lateral thinking and nominal group technique.

1 BTL 1 Remember
Summarize the structure of QC.

Structure of Quality circle

2 BTL 2 Understand
Identify the concept Taguchi define Quality.
aguchi defines quality as "the loss imparted by any product to society after
being shipped to a customer, other than any loss caused by its intrinsic
3 function" Even a small deviation from the target is also treated as a loss. BTL 3 Apply
Classify the four parts of Deming wheel.

 PLAN (design) the experiment;

 DO the experiment by performing the steps;
 CHECK the results by testing information; and
 ACT on the decisions based on those results.

4 BTL 4 Analyze
 List the importance of A.V.Feigenbaum’s Cycle time reduction methodology.
Develop a Process Map
Understand the Customer's Time Bucket..
Study the Customer Demand Profile.
Study the Supply Profile.
Calculate current process task and cycle times.
Assess process capacity. ...
Identify waste that can be eliminated.
5 BTL 5 Evaluate
How would you show your understanding the benefits of Ishikawa Diagram?
cause and effect diagram has a variety of benefits: It helps teams understand
that there are many causes that contribute to an effect. It graphically displays
the relationship of the causes to the effect and to each other. It helps to
identify areas for improvement.
6 BTL 6 Create
Interpret the objectives of Quality circles.
Some of the broad objectives of the Quality Circle are:
(i) To improve quality, productivity, safety and cost reduction.
(ii) To give chance to the employees to use their wisdom and creativity.
(iii) To encourage team spirit, cohesive culture among different levels and
sections of the employees.
(iv) To promote self and mutual development including leadership quality,
(v) To fulfill the self-esteem and motivational needs of employees.
(vi) To improve the quality of work-life of employees.
7 BTL 1 Remember
What is continuous process improvement?
Continuous process improvement (CPI) is the act of
implementing improvements to a product, service or process. These changes
8 can either be incremental (over time) or breakthrough (all at once). BTL 2 Understand
Outline the importance of Signal to Noise Ratio.
Signal-to-noise ratio (often abbreviated SNR or S/N) is a measure used
in science and engineering that compares the level of a desired signal to
the level of background noise. It is defined as the ratio of signal power
to the noise power.
 Signal to Noise Ratio:
 It is a performance statistic developed by Taguchi. S/N ratio expresses
the ability of a system to cope with noise.
 S/N ratio=10 log (`y2 /sy2 )
 Y= sample mean; sy =Std deviation
9 BTL 3 Apply
How would you show your understanding on the on the
10 Juran’s quality planning? BTL 4 Analyze
Quality Planning is the process for "identifying which quality standards are
relevant to the project and determining how to satisfy them": Quality
planningmeans planning how to fullfill process and product
(deliverable) quality requirements.
11 Define companywide Quality. BTL 5 Evaluate
How would show your understanding of PDCA Cycle?
The 4 steps in the Deming Cycle are: Plan-Do-Check-Act (PDCA), also
known as Plan-Do-Study-Act or PDSA. Dr. Deming called the cycle the
Shewhart Cycle, after Walter A. Shewhart.

PDCA Cycle

 The cycle can be used in various ways, such as running an experiment:




 PLAN (design) the experiment;

 DO the experiment by performing the steps;
 CHECK the results by testing information; and
 ACT on the decisions based on those results.

12 BTL 6 Create
Explain ‘Quality Guru’.
Many prominent Quality Gurus have emerged within the quality field, but
some have stood out as key figures of quality. Most have passed away, but their
memory still lives on in the ideas, concepts, and methods that permeate our
quality thinking today.

Top Quality Gurus

Dr. Walter Shewhart. PDCA Wheel. ...
Dr. W. Edwards Deming.
Dr. Joseph M. Juran
Armand V. Feigenbaum.
Dr. Kaoru Ishikawa.
Dr. Genichi Taguchi.
13 BTL 1 Remember
What do you mean by Quality Circle?
Quality Circles are (informal) groups of employees who voluntarily meet
together on a regular basis to identify, define, analyze and solve work
related problems.
Usually the members of a particular team (quality circle) should be from the
same work area or who do similar work so that the problems they select will
be familiar to all of them. In addition, interdepartmental or cross functional
quality circles may also be formed.
An ideal size of quality circle is seven to eight members. But the number of
14 members in a quality circle can vary. BTL 2 Understand
15 Classify any four principles of TQM. BTL 3 Apply
Focus on customer..
Employee involvement..
Process centred.
Integrated system.
 Strategic and systematic approach.
Decision-making based on facts.
Communication.
Continuous improvement.

List the aspects of Juran Triology.

He also developed the "Juran's trilogy," an approach to cross-functional
management that is composed of three managerial processes:
1. Quality planning, 2. Quality control and 3. Quality improvement

16 BTL 4 Analyze
Interpret the importance of Crosby’s contention that Quality is free.
Philip Crosby was right when he said, "Quality is free," meaning that an
17 investment in improving quality pays itself back very quickly. BTL 1 Remember
What is 8D methodology?
Eight Disciplines Problem Solving is a method used to approach and to
resolve problems, typically employed by quality engineers or other
professionals. 8D has become a standard in the Auto, Assembly and other
industries that require a thorough structured problem solving process using a
team approach

18 BTL 2 Understand
 Compare Kaizen and Kairyo.
 Kaizen- Many small Improvements ,Is not dependant on
technology,Cheap
 Kairyo- One Large Improvement, dependant on technology,Costly

19 BTL 1 Remember
 Define 5S.
5S is a housekeeping technique (workplace organization method )that uses a
list of five Japanese words: seiri, seiton, seiso, seiketsu, and shitsuke. These
have been translated as "Sort", "Set In order", "Shine", "Standardize" and
20 "Sustain". BTL 1 Remember