Abstract
In recent years, three field studies on QFD application were conducted in Brazil. This paper presents the specific results from companies within the automotive sector. Field research involved a survey using mail questionnaire, interviews with QFD users, and a more recent questionnaire sent electronically. To analyse the results, four relevant factors of QFD application were identified based on the QFD literature: prerequisites for its use, difficulties experienced, methodological constraints and the benefits of using QFD. The majority of relevant factors were confirmed by the empirical data. It is then recommend that companies consider these factors in QFD application. The most mentioned difficulty was working with large matrices. Conclusively, QFD is an important method for the automotive companies but not all of them apply it to full potential. They consider QFD to be complex and time consuming and there is still room for its improvement.
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