The determination of requirements was followed by the creation of a Kano
questionnaire whereby all of the identified customer requirements had to be formulated
into Kano questions.
In line with the Kano philosophy, two questions had to be formulated for each
product property – one positively formulated functional question to illustrate the level
of customer satisfaction presuming the product attribute queried has been met by the
producer and one negatively formulated dysfunctional question to capture the reaction
of the interviewee when the product attribute had not been met. According to the
Kano method, the questions to be developed were then to be supplemented by five
Kano typical options to response. Figure 2 shows the typical structure of a Kano
questionnaire (Kano, 2001).
After formulating the Kano questions, these were then grouped according to
attributes. For this purpose, all questions were divided up into the following five
questionnaire sections:
(1) Questions concerning the technical properties of the product.
(2) Questions concerning the design characteristics of the object of the survey.
(3) Questions regarding service properties connected with the object of the survey.
(4) Questions concerning the scope of delivery of the object of the survey.
(5) Questions regarding the advertising measures of the cutlery producer.