Chapter 7: Design For Quality and Product Excellence

Chapter 7: Design for Quality and Product Excellence
TRUE/FALSE
1. If an idea survives the concept stage of product development, the actual design process begins by
evaluating design alternatives and determining engineering specifications for all materials,
components, and parts.
ANS: T DIF: Difficulty: Easy NAT: BUSPROG: Analytic

TOP: A-Head: Product Development KEY: Bloom's: Knowledge
2. The idea generation phase of product development usually includes prototype testing, in which a
model is constructed to test the product’s physical properties or use under actual operating conditions.
ANS: F DIF: Difficulty: Easy NAT: BUSPROG: Analytic

3. One of the most significant barriers to efficient product development is the adaption of concurrent
engineering within an organization.

4. The outcome of innovation in product development is a discontinuous or breakthrough change and

results in new and unique goods and services that delight customers and create competitive advantage.

TOP: A-Head: Concept Development and Innovation KEY: Bloom's: Knowledge
5. Innovation is built upon strong research and development (R&D) processes.

6. When decisions about the safety, life, serviceability, and maintainability of products are dominated by
customer requirements rather than by engineering considerations, poor designs that fail in the market
are often the result.
ANS: F DIF: Difficulty: Moderate NAT: BUSPROG: Analytic

TOP: A-Head: Concept Development and Innovation KEY: Bloom's: Comprehension
7. The methodology of axiomatic design is based on the premise that good design is governed by laws
similar to those in natural science.

TOP: A-Head: Detailed Design KEY: Bloom's: Knowledge
8. The axiomatic design method of product development tends to increase design time.

9. The principles of axiomatic design help designers better apply tools such as TRIZ and quality function
deployment.

10. Under quality function deployment, all operations of a company are driven by edicts of top
management rather than by the voice of the customer.

TOP: A-Head: Detailed Design KEY: Bloom's: Comprehension
11. The quality function deployment tool increases the time for new product development.

12. A typical scheme of the House of Quality uses the symbol Δ to denote a strong relationship between
any pair of technical requirements.

13. After basic technical requirements have been established in product development process, designers
must set specific dimensional or operational targets and tolerances for critical manufacturing or service
characteristics.

14. Narrow tolerances in product design tend to reduce manufacturing costs and decrease the
interchangeability of parts within the plant and in the field, product performance, durability, and
appearance.

15. A tolerance reserve or factor of safety in product design is needed to account for engineering
uncertainty regarding the maximum variation allowable and compatibility with satisfactory product
performance.

16. Wide tolerances in product design have a positive impact on product characteristics.

17. The Taguchi loss function can be used to set product design tolerances in an economical fashion.

18. A product failure which occurs at the start of product life due to manufacturing or material defects
such as a missing connection or a faulty component is referred to as functional failure.

TOP: A-Head: Design for Reliability KEY: Bloom's: Knowledge
19. In practice, product design reliability is determined by the number of failures per unit time during the
duration under consideration.

20. In series systems failure of an individual component is less critical than in parallel systems.

TOP: A-Head: Design for Reliability KEY: Bloom's: Comprehension
21. Redundant components, when used in a parallel system, tend to decrease the reliability of the system.

22. Redundancy in a parallel system decreases the cost, size, and weight of the system.

23. According to the theory of strict liability, anyone who sells a product that is defective or unreasonably
dangerous is subject to liability for any physical harm caused to the user, the consumer, or the property
of either.

TOP: A-Head: Design Optimization KEY: Bloom's: Knowledge
24. Product designs with numerous parts decrease the incidence of part mix-ups, missing parts, and test
failures.

25. Accelerated life testing involves overstressing components to reduce the time to failure and find
weaknesses.

TOP: A-Head: Design Verification KEY: Bloom's: Knowledge
MULTIPLE CHOICE
1. Which of the following is the first phase of a typical product development process?
a. Product/process development
b. Idea generation
c. Preliminary concept development
d. Market introduction
ANS: B DIF: Difficulty: Easy NAT: BUSPROG: Analytic
2. New ideas are studied for feasibility in the _____ phase of product development.
a. market evaluation
b. process development
c. full-scale production
d. preliminary concept development
ANS: D DIF: Difficulty: Easy NAT: BUSPROG: Analytic
3. Which of the following phases of product development usually includes prototype testing?
a. Product/process development
b. Idea generation
c. Full-scale production
d. Market evaluation
ANS: A DIF: Difficulty: Easy NAT: BUSPROG: Analytic
4. The product is distributed to customers in the _____ phase of product development.

a. preliminary concept development
b. market introduction
c. idea generation
d. full-scale production
5. _____ is a process in which all major functions involved with bringing a product to market are
continuously involved with product development from conception through sales.
a. Six sigma
b. Concurrent engineering
c. Organizational learning
d. Axiomatic design
6. Which of the following activities of the design for six sigma (DFSS) focuses on creating and building
a product idea and determining its functionality based upon customer requirements, technological
capabilities, and economic realities?
a. Detailed design
b. Design verification
c. Concept development
d. Design optimization
ANS: C DIF: Difficulty: Easy NAT: BUSPROG: Analytic
7. Which of the following activities of the design for six sigma (DFSS) focuses on developing specific
requirements and design parameters such as specifications and tolerances to ensure that the product
fulfills the functional requirements of the concept?
a. Concept development
b. Design verification
c. Design optimization
d. Detailed design
8. Which of the following activities of the design for six sigma (DFSS) seeks to refine designs to identify
and eliminate potential failures, achieve high reliability, and ensure that it can be easily manufactured,
assembled, or delivered in an environmentally-responsible manner?
a. Detailed design
b. Design optimization
c. Concept development
d. Design verification
9. Which of the following activities of the design for six sigma (DFSS) ensures that the quality level and
reliability requirements of the product are achieved?
a. Design verification
b. Design optimization
c. Detailed design
d. Concept development
10. The DMADV process incorporates the principal activities of the design for six sigma. Which of the
following activities included in DMADV focuses on identifying and understanding the market need or
opportunity?
a. Design
b. Measure
c. Analyze
d. Define
11. Which of the following activities included in the DMADV process gathers the voice of the customer,
identifies the vital characteristics that are most important to customers, and outlines the functional
requirements of the product that will meet customer needs?
a. Design
b. Measure
c. Analyze
d. Verify
12. Which of the following activities included in the DMADV process is focused on concept development
from engineering and aesthetic perspectives and often includes the creation of drawings, virtual
models, or simulations to develop and understand the functional characteristic of the product?
a. Measure
b. Define
c. Verify
d. Analyze
13. Which of the following activities included in the DMADV process focuses on developing detailed
specifications, purchasing requirements, and so on, so that the concept can be produced?
a. Measure
b. Define
c. Design
d. Analyze
14. Which of the following activities involved in the DMADV process involves prototype development,
testing, and implementation planning for production?
a. Define
b. Measure
c. Design
d. Verify
15. _____ involves the adoption of an idea, process, technology, product, or business model that is either
new or new to its proposed application.
a. Concurrent engineering
b. Total quality management (TQM)
c. Design optimization
d. Innovation
16. _____ is seeing things in new or novel ways.

a. Flexibility
b. Agility
c. Creativity
d. Quality assurance
17. Which of the following is a creativity tool that finds extensive use in product design?
a. TRIZ
b. Fault tree analysis
c. Likert scale
d. Cause-and-effect diagram
18. _____ is a methodology used in the product design process, developed by Dr. Nam Suh from MIT,
which is based on the premise that good design is governed by laws similar to those in natural science.
a. Fault tree analysis
b. Axiomatic design
c. Design failure mode and effects analysis (DFMEA)
d. Six sigma
19. In the context of the axiomatic design method, the information axiom states that:
a. good design occurs when the functional requirements of the design are independent of one
another.
b. developing specific requirements and design parameters such as specifications and
tolerances leads to the creation of a high quality product.
c. good design corresponds to minimum complexity.
d. all the departments in an organization should be continuously involved with product
development from conception through sales.
ANS: C DIF: Difficulty: Moderate NAT: BUSPROG: Analytic
20. In the context of the axiomatic design method, the independence axiom states that:
a. good design occurs when the functional requirements of the design are separate from one
another.
b. developing specific requirements and design parameters such as specifications and
tolerances leads to the creation of a high quality product.
c. good design corresponds to minimum complexity.
d. all the departments in an organization should be continuously involved with product
development from conception through sales.
21. Which of the following tools is most likely to be used for establishing technical design requirements
that meet customer needs and placing them in subsequent production activities?
a. Likert scale
b. Quality function deployment
c. Cause-and-effect diagram
d. Fault tree analysis
22. The matrix used by the quality function deployment to ensure that the voice of the customer is carried
throughout the production/delivery process is called the _____.
a. Hidden Factory
b. Quincunx
c. Likert Scale
d. House of Quality
23. The first House of Quality relates:

a. component requirements to process operations.
b. customer requirements to a product’s overall technical requirements.
c. process operations to quality control plans
d. technical requirements of a product to component requirements.
ANS: B DIF: Difficulty: Moderate NAT: BUSPROG: Analytic
24. The final House of Quality relates:

a. process operations to component requirements.
b. customer requirements to technical requirements.
c. technical requirements to component requirements.
d. process operations to quality control plans.
ANS: D DIF: Difficulty: Moderate NAT: BUSPROG: Analytic
25. Which of the following is the first House of Quality matrix?

a. Customer requirement planning matrix
b. Process operations matrix
c. Technical requirement planning matrix
d. Component characteristics matrix
26. Which of the following symbols is used to denote a very strong relationship between any pair of
technical requirements in a typical House of Quality?
a. *
b. Δ
c. ^
d. •
27. Which of the following symbols is used to denote a weak relationship between any pair of technical
requirements in a typical House of Quality?
a. •
b. *
c. Δ
d. #
28. In the context of manufacturing specifications, the term “tolerance” refers to:
a. the target value that manufacturing seeks to meet.
b. the specification that best represents the requirements of the customer.
c. the specification which leads to the development of the least costly product.
d. the permissible variation, recognizing the difficulty of meeting a target consistently.
ANS: D DIF: Difficulty: Moderate NAT: BUSPROG: Analytic
29. The predicted reliability determined by the design of the product or process is called the _____
reliability.
a. achieved
b. perceived
c. inherent
d. nominal
30. A personal computer system is composed of the processing unit, graphics board, and keyboard with
reliabilities of 0.976, 0.785, and 0.893, respectively. This is a series system and even if one component
fails, the computer will not function correctly. The reliability of this system is:
a. 0.684
b. 0.953
c. 2.654
d. 0.857
ANS: A DIF: Difficulty: Moderate NAT: BUSPROG: Analytic
31. An electric component has a failure rate of λ= 0.0035 failure per hour. For this component, the mean
time to failure(θ) is _____.
a. 356.8 hours
b. 285.7 hours
c. 532.7 hours
d. 258 hours
ANS: B DIF: Difficulty: Moderate NAT: BUSPROG: Analytic
32. Robust design refers to designing goods and services that:

a. make the most efficient use of the available resources.
b. create a competitive advantage for the organization in the market.
c. are insensitive to variation in manufacturing processes and when consumers use them.
d. are the least costly to produce.
TOP: A-Head: Design Optimization KEY: Bloom's: Comprehension
33. _____ is a method to describe combinations of conditions or events that can lead to a failure.
a. Axiomatic design
b. Quality function deployment
c. Fault tree analysis
d. Total quality management
34. _____ is the process of designing a product for efficient production at the highest level of quality.
a. Design for manufacturability
b. Concurrent engineering
c. Design for disassembly
d. Design for environment
35. Accelerated life testing involves:

a. using the fault tree analysis technique to find the defects in the product.
b. using the TRIZ tool to identify faults in the designing of the product.
c. overstressing components to reduce the time to failure and find weaknesses.
d. finding the degree to which the product meets the customer requirements.
TOP: A-Head: Design Verification KEY: Bloom's: Comprehension
ESSAY
1. Describe the product/process development phase in a typical product development process.
ANS:
If an idea survives the concept stage —and many do not —the actual design process begins by
evaluating design alternatives and determining engineering specifications for all materials,
components, and parts. This phase usually includes prototype testing, in which a model (real or
simulated) is constructed to test the product’s physical properties or use under actual operating
conditions, as well as consumer reactions to the prototypes. Concurrently, companies develop, test,
and standardize the processes that will be used in manufacturing the product or delivering the service,
which include selecting the appropriate technology, materials, and suppliers and performing pilot runs
to verify results.
DIF: Difficulty: Moderate NAT: BUSPROG: Analytic

2. Describe concurrent engineering.
ANS:
Concurrent engineering is a process in which all major functions involved with bringing a product to
market are continuously involved with product development from conception through sales. Such an
approach not only helps achieve trouble-free introduction of products and services, but also results in
improved quality, lower costs, and shorter product development cycles. Concurrent engineering
involves multifunctional teams, usually consisting of 4 to 20 members and including every specialty in
the company. The functions of such teams are to perform and coordinate the activities in the product
development process simultaneously, rather than sequentially.
DIF: Difficulty: Easy NAT: BUSPROG: Analytic

3. List the four different types of innovations classified by The Small Business Administration with
examples.
ANS:
The Small Business Administration classifies innovations into four categories:
1. An entirely new category of product (for example, the iPod).
2. First of its type on the market in a product category already in existence (for example, the DVD
player).
3. A significant improvement in existing technology (for example, the Blu-ray disc technology).
4. A modest improvement to an existing product (for example, the latest iPad).

TOP: A-Head: Concept Development and Innovation KEY: Bloom's: Comprehension
4. List the six basic steps involved in building the house of quality.
ANS:
Building the House of Quality consists of six basic steps:
1. Identify customer requirements.
2. Identify technical requirements.
3. Relate the customer requirements to the technical requirements.
4. Conduct an evaluation of competing products or services.
5. Evaluate technical requirements and develop targets.
6. Determine which technical requirements to deploy in the remainder of the production/ delivery
process.

5. Describe Fault Tree Analysis.
ANS:
Fault Tree Analysis (FTA), sometimes called cause and effect tree analysis, is a method to describe
combinations of conditions or events that can lead to a failure in product design. In effect, it is a way
to drill down and identify causes associated with failures and is a good complement to Design Failure
Mode and Effect Analysis(DFMEA). It is particularly useful for identifying failures that occur only as
a result of multiple events occurring simultaneously. A cause and effect tree is composed of conditions
or events connected by “and” gates and “or ” gates. An effect with an “and” gate occurs only if all of
the causes below it occur; an effect with an “or ” gate occurs whenever any of the causes occur.

TOP: A-Head: Design Optimization KEY: Bloom's: Comprehension
CASE
1. Which of the following products marked Shure’s entry into the manufacturing in 1932?
a. Microphones
b. Digital signal processors
c. Mixers
d. Hands-free cell phones
ANS:
A

TOP: A-Head: Testing Audio Components at Shure,Inc. KEY: Bloom's: Knowledge
2. What is the mission and philosophy of Shure Inc.?
ANS:
Shure’s mission is to deliver high-performing, quality, rugged and reliable audio products, and to
provide superior customer service and support. Shure’s philosophy is to be market-driven and
customer-focused in their chosen markets.

TOP: A-Head: Testing Audio Components at Shure, Inc. KEY: Bloom's: Knowledge
3. Which of the following remains Shure’s flagship product to this day?
a. Hands-free cell phones
b. Mixers
c. Digital signal processors
d. Microphones
ANS:
D

4. What helped Shure’s products to be known early on for their outstanding quality and durability?
ANS:
Shure’s emphasis on engineering research helped Shure’s products to be known early on for their
outstanding quality and durability.

5. Describe the microphone drop test procedure used by Shure Inc.
ANS:
The microphone drop test is used to determine whether a microphone is capable of dynamic shock
stress. Initial performance data are taken on the mic. Then the mic is dropped numerous times onto a
hardwood floor from a height of 6 feet at random angles. The mic is “talked out ” after every two
drops. After the drop tests, level and response are tested and compared to the initial data. Any unit not
meeting original print specifications is considered a failure.

TOP: A-Head: Testing Audio Components at Shure, Inc. KEY: Bloom's: Comprehension
6. Describe the perspiration test procedure used by Shure Inc.
ANS:
The perspiration test procedure is used to evaluate the corrosion resistance of painted/plated parts
exposed to an acid solution simulating sweat. Parts are placed in a perspiration chamber that consists
of a stand supporting the parts over a large glass jar containing acid solution. Parts are inspected daily
for amounts of corrosion for a period of seven days. Parts are then compared to good control parts to
determine amount of corrosion present.

7. Describe the test used by Shure Inc. to determine ability of their product to withstand extreme
temperature for extended periods of time.
ANS:
Shure Inc. uses the temperature storage procedure to determine ability of their product to withstand
extreme temperature for extended periods of time. During this procedure, initial performance data are
taken. Then for high temperature, the product is placed in a preheated high temperature chamber for
seven days. The product is allowed to stabilize at room temperature for 24 hours and then the same
performance data are taken. For low temperature, the product is placed in a low temperature chamber
for seven days, allowed to stabilize to room temperature for 24 hours, and tested.

TOP: A-Head: Testing Audio Components at Shure, Inc. KEY: Bloom's: Comprehension
8. Which of the following tests is conducted by Shure Inc. to determine the ability of stylus to withstand
accidental drops and side impacts?
a. Microphone drop test
b. Perspiration test
c. Cartridge drop and scrape test
d. Cable and cable assembly flex test
ANS:
C

9. The managed care organizations (MCOs) used the QFD process to redesign their handbook. List the
criteria based on which the participants for the focus groups, who gave input for this QFD process,
were selected.
ANS:
A total of 131 MCO customers participated in six focus group sessions. Participants were selected
based on two criteria:
1. They had to have been members of a competing MCO —whose member handbook was used for
comparison —for at least two years prior to joining the MCO being studied.
2. They had to have been members of the MCO being studied for at least two consecutive years.

TOP: A-Head: Applying QFD in a Managed Care Organization
KEY: Bloom's: Knowledge
10. The managed care organizations (MCOs) used the QFD process to redesign their handbook. Describe
the two stages in which the focus group process was administered to obtain inputs for this QFD
process.
ANS:
The focus group process was administered in two stages:
Stage 1. Participants were provided with a copy of the company’s member handbook and the
competitor’s member handbook. Even though the participants had all used the competitor’s member
handbook, it was necessary to provide them with copies to ensure a fair comparison. They were
allowed to take both handbooks home for one week to look them over.
Stage 2. The groups were brought together for a follow-up session that focused on data collection.Each
session was facilitated by an independent researcher unaffiliated with the MCO, and each participant
was provided lunch as a reward for participating in the study.

KEY: Bloom's: Comprehension
steps followed by the focus groups in giving input for this QFD process.
ANS:
The six focus groups involved in the QFD process followed these steps:
1. Determine customer requirements.
2. Measure the importance of the customer requirements.
3. Rate customer satisfaction with the company’s current member handbook.
4. Rate satisfaction with the competitor’s member handbook.
5. Develop a list of characteristics that are within the control of the company and could potentially
improve the handbook. These characteristics are referred to as substitute quality characteristics.

12. List the key customer requirements identified by the managed care organizations (MCOs) while
redesigning their handbook.
ANS:
The key customer requirements identified by the managed care organizations (MCOs) while
redesigning their handbook were ease of use, accuracy, timeliness, clarity, and consciousness.

technical requirements identified through this QFD process that describe how the organization will
respond to the customer requirements.
ANS:
The technical requirements that describe how the organization will respond to each of the customer
requirements were identified as follows:
1. Font size
2. Up-to-date information
3. Use of pictures or illustrations
4. Use of colors
5. Glossary of terms
6. Answers to frequently asked questions
7. Expanded table of contents
8. Offering the handbook in more than one language

14. Which of the following customer requirements was given high importance in the House of Quality
which was created by the result of the managed care organizations’ QFD study?
a. Accuracy
b. Conciseness
c. Timeliness
d. Clarity
ANS:
A

15. Explain how the Absolute Quality Weight and the Percentage of Importance was determined in the
House of Quality created by the result of the MCOs’ QFD study.
ANS:
The Absolute Quality Weight is determined by multiplying the rate of importance by the rate of
improvement. It is an attempt to assign a weighted rate to what the customer considers to be important
and the goal. The Percentage of Importance was determined by transforming each absolute weight
value into a percentage of the total absolute weight value.


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ANS: T DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: F DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: F DIF: Difficulty: Easy NAT: BUSPROG: Analytic

4. The outcome of innovation in product development is a discontinuous or breakthrough change and

ANS: T DIF: Difficulty: Easy NAT: BUSPROG: Analytic

5. Innovation is built upon strong research and development (R&D) processes.

ANS: T DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: F DIF: Difficulty: Moderate NAT: BUSPROG: Analytic

ANS: T DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: F DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: T DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: F DIF: Difficulty: Moderate NAT: BUSPROG: Analytic

ANS: F DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: F DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: T DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: F DIF: Difficulty: Moderate NAT: BUSPROG: Analytic

ANS: T DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: F DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: T DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: T DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: T DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: F DIF: Difficulty: Moderate NAT: BUSPROG: Analytic

ANS: F DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: F DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: T DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: F DIF: Difficulty: Easy NAT: BUSPROG: Analytic

ANS: T DIF: Difficulty: Easy NAT: BUSPROG: Analytic

4. The product is distributed to customers in the _____ phase of product development.

16. _____ is seeing things in new or novel ways.

23. The first House of Quality relates:

24. The final House of Quality relates:

25. Which of the following is the first House of Quality matrix?

32. Robust design refers to designing goods and services that:

35. Accelerated life testing involves:

1. Describe the product/process development phase in a typical product development process.

DIF: Difficulty: Moderate NAT: BUSPROG: Analytic

2. Describe concurrent engineering.

DIF: Difficulty: Easy NAT: BUSPROG: Analytic

DIF: Difficulty: Moderate NAT: BUSPROG: Analytic

DIF: Difficulty: Moderate NAT: BUSPROG: Analytic

5. Describe Fault Tree Analysis.

DIF: Difficulty: Moderate NAT: BUSPROG: Analytic

DIF: Difficulty: Easy NAT: BUSPROG: Analytic

2. What is the mission and philosophy of Shure Inc.?

DIF: Difficulty: Easy NAT: BUSPROG: Analytic

DIF: Difficulty: Easy NAT: BUSPROG: Analytic

DIF: Difficulty: Easy NAT: BUSPROG: Analytic

5. Describe the microphone drop test procedure used by Shure Inc.

DIF: Difficulty: Moderate NAT: BUSPROG: Analytic

6. Describe the perspiration test procedure used by Shure Inc.

DIF: Difficulty: Moderate NAT: BUSPROG: Analytic

DIF: Difficulty: Moderate NAT: BUSPROG: Analytic

DIF: Difficulty: Easy NAT: BUSPROG: Analytic

DIF: Difficulty: Easy NAT: BUSPROG: Analytic

DIF: Difficulty: Moderate NAT: BUSPROG: Analytic

DIF: Difficulty: Easy NAT: BUSPROG: Analytic

DIF: Difficulty: Easy NAT: BUSPROG: Analytic

DIF: Difficulty: Moderate NAT: BUSPROG: Analytic