Using a consumer matrix model to determine the voice of student bodies

Abstract

This paper provides an introduction to a “voice of the student” methodology as it is applied to higher education students’ needs and wants. The methodology is a modification that simplifies the normal, commercial QFD model. Their “voice” is contrasted against the available resources in the same way we would determine the voice of commercial customers. This model, however, provides a simpler approach. Current literature on education devotes many views on various approaches to enhance student learning (reinforcement techniques, visual approaches, assessment techniques, visual aids such as concept mapping, etc). In Quality Management and Marketing courses there have been elaborate models used to determine the commercial customers’ “voice.” One such matrix is the Quality Function Deployment, also known as the House of Quality Matrix or the Voice of the Customer. Ironically, as educators, we have not given sufficient attention to our students’ wants and needs using the same models. This paper provides only the simplified model and not an actual case study. The model does, however, utilize actual data concerning student needs and wants data collected in a quality management class and then superimposed that information on the model.