Perceived quality estimation by the design of discrete-choice experiment and best–worst scaling data: An automotive industry case
Paper in proceeding, 2019

“Which product attributes do engineers have to focus on to receive the highest level of a customer’s appreciation?” In other words, can we design for high perceived quality? In this paper, discrete-choice experiment design is presented with the combination of best–worst scaling method to evaluate the perceived quality of the complete vehicle in application to the premium automotive industry. The application of Perceived Quality Framework (PQF) and Perceived Quality Attributes Importance Ranking (PQAIR) method to measure the importance of perceived quality attributes for the automotive engineers and customers depicted commonalities and differences in perception. This information and approach can significantly improve engineering practices regarding the perceived quality of cars.



Best–worst scaling


Product development


Perceived quality


Design for x


Discrete choice


Konstantinos Stylidis

Chalmers, Industrial and Materials Science, Product Development

Serena Striegel

Bavarian Motor Works Group

Monica Rossi

Polytechnic University of Milan

Casper Wickman

Volvo Cars

Chalmers, Industrial and Materials Science, Product Development

Rikard Söderberg

Chalmers, Industrial and Materials Science

Smart Innovation, Systems and Technologies

2190-3018 (ISSN)

Vol. 134 859-870
978-981135973-6 (ISBN)

7th International Conference on Research into Design, ICoRD 2019
Bangalore, India,

Subject Categories

Other Mechanical Engineering


Software Engineering



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2/4/2019 9