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Measurement of Headlight Form Preference Using a Choice Based Conjoint Analysis

[+] Author Affiliations
Surya Swamy, Seth Orsborn, Jeremy Michalek, Jonathan Cagan

Carnegie Mellon University, Pittsburgh, PA

Paper No. DETC2007-35409, pp. 197-206; 10 pages
  • ASME 2007 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference
  • Volume 6: 33rd Design Automation Conference, Parts A and B
  • Las Vegas, Nevada, USA, September 4–7, 2007
  • Conference Sponsors: Design Engineering Division and Computers and Information in Engineering Division
  • ISBN: 0-7918-4807-8 | eISBN: 0-7918-3806-4
  • Copyright © 2007 by ASME


The measurement and understanding of user aesthetic preference for form is a critical element to the product development process and has been a design challenge for many years. In this article preference is represented in a utility function directly related to the engineering representation for the automobile headlight. A method is proposed to solicit and measure customer preferences for shape of the automobile headlight using a choice task on a main-effects conjoint survey design to discover and design the most preferred shape.

Copyright © 2007 by ASME



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