Akademik Veri Yönetim Sistemi
INTERNATIONAL JOURNAL OF CONTEMPORARY ECONOMICS AND ADMINISTRATIVE SCIENCES, cilt.12, sa.2, ss.868-897, 2022 (ESCI)
This study focuses on
finding a conceptual framework which can be used to predict the future customer
requirements of the target market segment for new product development. The lack
of historical data is a problem for forecasting when it comes to new products,
so existing forecasting methods are carefully examined. When developing new
products, the first step is to understand the customer needs or requirements and
their importance. QFD methodology provides very rigorous approaches for making
the extraction of true needs. Then, Kano Model is used to identify customer requirements’
categories, to modify weights and predict the changes of states for each
customer requirement (CR). With the help of Markov Chain, the probability of
states for each CR is predicted to generate four data points. At this point
Grey Theory Forecasting is a suitable tool, as it only requires four data
points for a robust forecast. Grey Model (1,1) methodology is applied to the
data to predict the change in weight of CRs. To demonstrate the framework in
work, a case study on notebooks has been realized