To be able to use utility analysis for the selection of a design concept we need to further develop the concept of utility. It has been said that utility is a measure of the usefulness of a product, and that equal intervals on the utility scale of the different quality dimensions should be interchangeable, that is, substituting one unit of utility of say, realibility should not affect our performance. However, to construct such a utility scale is a tall order. To overcome this problem we use a slightly modified and simplified procedures, through the end result still remains the same.
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