Product image evaluation technique using fuzzy-weighted checklist

모호가중점검목록을 이용한 제품의 감성파악

When a product is designed, it is important to consider its image on consumers. In this study, we developed a technique to measure product image. Because human image of a product is very subjective and fuzzy, it is difficult to measure easily. To deal with this difficulty effectively, we used fuzzy- weighted checklist. The fuzzy-weighted checklist presents a fuzzy version of the weighted checklist technique for evaluating or comparing complex systems or subjects. In this technique, we used a pairwise comparison method to obtain the relative importance weights of image factors. Also, we used linguistic ratings to obtain the scores of image factors for a product. Then, we synthesized the scores of image factors to obtain a fuzzy composite score and its linguistic approximation. The entire procedure of this technique was written in quick Basic. As an example, this techinque is applied to car evaluation. The results show that this technique can be effectively used to the quqntitative evaluation of huamn image.