Skip to main content

Quantitative Measurement of Quality Attribute Preferences Using Conjoint Analysis

  • Conference paper
Interactive Systems. Design, Specification, and Verification (DSV-IS 2005)

Part of the book series: Lecture Notes in Computer Science ((LNPSE,volume 3941))

Abstract

Conjoint analysis has received considerable attention as a technique for measuring customer preferences through utility tradeoffs among products and services. This paper shows how the method can be applied to the area of software architecture to analyze architectural tradeoffs among quality attributes. By eliciting customer utilities through conjoint analysis, software engineers can identify and focus on the useful quality attributes, which will increase the chance of delivering satisfactory software products to the customers. This paper proposes a quantitative method of measuring quality attribute preferences using conjoint analysis and demonstrates its efficacy by applying it to the Project Management Center (PMCenter) project. The proposed method is complementary to the Architecture Trade-off Analysis Method (ATAM) in that ATAM relies on customer’s feedback to elicit important quality attributes, whereas this method can be used to actually measure the utilities of quality attributes in a quantitative manner. Furthermore, our method provides a new framework for choosing architecture styles and design patterns based on customer’s preferences of quality attributes.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Addlelman, S.: Orthogonal main-effect plans for asymmetrical factorial experiments. Technometrics 4, 21–46 (1962)

    Article  MathSciNet  Google Scholar 

  2. Armstrong, S.: Principles of Forecasting. Kluwer Publishing, Dordrecht (2001)

    Google Scholar 

  3. Churchill, G., Lacobucci, D.: Marketing research: methodological foundations, 8/e, South-Western College Pub (2002)

    Google Scholar 

  4. Garlan, D., Shaw, M.: An introduction to software architecture, CMU/SEI-94-TR-21, ESC-TR-94-21 (1994)

    Google Scholar 

  5. Green, P.E., Srinivasan, V.: Conjoint analysis in consumer research: issues and outlook. Journal of Consumer Research 5, 103–123 (1978)

    Article  Google Scholar 

  6. Green, P.E., Srinivasan, V.: Conjoint analysis in marketing: new development with implications for research and practice. Journal of Consumer Research 5, 103–123 (1990)

    Article  Google Scholar 

  7. Green, P.E., Krieger, A.M., Wind, Y.: Thirty Years of Conjoint Analysis: Reflections and Prospects. Interfaces 31(3), Part 2 of 2, S56–S73 (2001)

    Article  Google Scholar 

  8. Hauser, J.R., Rao, V.: Conjoint analysis, related modeling, and applications. In: Advances in Marketing Research: Progress and Modeling, Norwell, MA. Kluwer Academic Publishing, Dordrecht (2004)

    Google Scholar 

  9. Kazman, R., Klein, M., Barbacci, M.: The architecture tradeoff analysis method. In: Longstaff, T., Lipson, H., Corriere, J. (eds.) 4th Int’l Conference on Engineering of Complex Computer Systems (ICECCS 1998), pp. 67–78. IEEE Computer Society, Los Alamitos (1998)

    Google Scholar 

  10. Kazman, R., Klein, M., Clements, P.: ATAM: method for architecture evaluation. Technical Report CMU/SEI-2000-TR-004, Software Engineering Institute, Carnegie Mellon University (2000)

    Google Scholar 

  11. Luce, R.D., Tukey, J.: Simultaneous conjoint measurement: a new type of fundamental measurement. Journal of Mathematical Psychology, 1–27 (1964)

    Google Scholar 

  12. McFadden, D.: The choice theory approach to market research. Marketing Science 5(4) (1986)

    Google Scholar 

  13. Plackett, R.L., Burman, J.P.: The design of optimum multifactorial experiments. Biometrika 33, 305–325 (1946)

    Article  MATH  MathSciNet  Google Scholar 

  14. Shaw, M., Garlan, D.: Software architecture: perspectives on an emerging discipline. Prentice-Hall, Englewood Cliffs (1996)

    MATH  Google Scholar 

  15. Smith, D., Merson, P.: Using architecture evaluation to prepare a large web based system for evolution. In: Proceedings of the 5th IEEE Int’l Workshop on Web Site Evolution (2003)

    Google Scholar 

  16. Wiegers, K.E.: Software requirements, 2/e”, Microsoft Press (2003)

    Google Scholar 

  17. Wittink, D.R., Cattin, P.: Commercial use of conjoint analysis: an update. Journal of Marketing 53, 91–96 (1989)

    Article  Google Scholar 

  18. Wittink, D.R., Vriens, M., Burhenne, W.: Commercial use of conjoint analysis in Europe: results and reflections. International Journal of Research in Marketing 11, 41–52 (1994)

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Editor information

Editors and Affiliations

Rights and permissions

Reprints and permissions

Copyright information

© 2006 Springer-Verlag Berlin Heidelberg

About this paper

Cite this paper

Lee, K.C., Choi, HJ., Lee, D.H., Kang, S. (2006). Quantitative Measurement of Quality Attribute Preferences Using Conjoint Analysis. In: Gilroy, S.W., Harrison, M.D. (eds) Interactive Systems. Design, Specification, and Verification. DSV-IS 2005. Lecture Notes in Computer Science, vol 3941. Springer, Berlin, Heidelberg. https://doi.org/10.1007/11752707_18

Download citation

  • DOI: https://doi.org/10.1007/11752707_18

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-34145-1

  • Online ISBN: 978-3-540-34146-8

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics