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Combining Marketing and Engineering Tools for Multi-Attribute Optimization

[+] Author Affiliations
Hemanth K. Amarchinta, Ramana V. Grandhi

Wright State University, Dayton, OH

Paper No. DETC2007-34556, pp. 541-550; 10 pages
  • ASME 2007 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference
  • Volume 5: 6th International Conference on Multibody Systems, Nonlinear Dynamics, and Control, Parts A, B, and C
  • Las Vegas, Nevada, USA, September 4–7, 2007
  • Conference Sponsors: Design Engineering Division and Computers and Information in Engineering Division
  • ISBN: 0-7918-4806-X | eISBN: 0-7918-3806-4
  • Copyright © 2007 by ASME


Multidisciplinary design optimization has been an active topic of research in the past two decades in developing algorithms for reducing computational cost of re-analysis and also in developing efficient ways of calculating sensitivities. Most of the efforts were aimed at single objective function (attribute). Also very little work is done to include designer’s preferences inside the optimization. In this paper, conjoint analysis, a popular marketing technique to assess consumer preferences is used to involve the preferences of the designer. The optimization is driven by the designer’s preferences and a preferred design is obtained. Here, a novel way of combining tools from marketing and engineering is shown. A cantilever beam, and a composite lightweight torpedo are used as examples to demonstrate the method.

Copyright © 2007 by ASME



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