Knowledge management and knowledge quality

Development of a model for the evaluation and weighting of quantitative and qualitative knowledge demonstrated by an example of customer feedback at the BMW group

  • In many sectors, and particularly in the car industry, customer expectations are becoming more and more sophisticated. Many companies therefore aim to determine customer desires and to incorporate them into product development at an early stage.
  • There exists a multitude of information sources about and from customers, which is a typical feature of the automobile industry (and beyond). Such knowledge exists in a highly divergent manner, for example, in the form of customer feedback and questionnaire-based quantitative surveys on product satisfaction. It is evident, however, that data are of a varying information depth, which leads to the central question of how to evaluate such knowledge for decisions in product development, and how to weight it. Do quantitative data obtained by way of customer studies automatically have a higher priority in decision-making due to their representativity? Which (significant) contributions can and must be made by qualitative data to the reasoning behind decisions?
  • The dissertation deals with this practice-related problem and aims to develop a model for reaching a firm decision within the field of knowledge qualities.