Question1.6 Crooks Ltd – a well-known sport shoe manufacturer – wants to analyse the issues it has in its internal manufacturing process.Which of the following measures should be adopted, given Crooks’ purpose? The percentage of customers complaining about the unprofessionalism of Crooks’ sales staff The average customer satisfaction rating achieved by its sales staff The number of patents registered for FoamDense, which is a shoe padding that Crooks is currently developing The percentage of shoes returned because the heel of the shoe has come off The average number of minutes that a customer takes to place an order on Crooks’ website ResetMaximum marks: 1 Flag question undefined

Question

BlackTom AI · Accepted Answer

A manufacturing-process metric must directly measure production defects or quality failures that originate in the factory, so the most appropriate choice is the one that quantifies defective product returned due to a manufacturing fault.

1. Relevant knowledge points and concepts
- Internal manufacturing metrics: focus on product quality, defect rates, scrap, rework, returns caused by production faults.  
- External/service metrics: measure sales staff behavior, customer satisfaction, or website usability and are not direct indicators of manufacturing performance.  
- Lagging quality indicators: percentage of returns due to a specific defect is a classic lagging indicator that shows the extent of a production problem.

2. Step-by-step reasoning
- Identify the objective: analyse issues in Crooks’ internal manufacturing process.  
- Evaluate each option for its direct relevance to manufacturing quality: only metrics that reflect product failures caused by production are suitable.  
- The percentage of shoes returned because the heel has come off directly records the occurrence of a manufacturing defect (heel attachment failure), so it measures the internal production issue Crooks wants to analyse.

3. Calculations (no numeric computation required)
- If needed, the metric would be computed as: (Number of shoes returned for heel coming off / Total shoes sold/shipped in period) × 100. No further intermediate numerical steps are necessary for reasoning here.

4. Why the correct answer is correct
- Returns specifically citing “heel of the shoe has come off” indicate a failure in assembly, materials, or quality control during manufacturing. Tracking this percentage isolates the production problem and supports corrective actions (process adjustments, supplier checks, inspection).

5. Why other options are incorrect
- Percentage of customers complaining about unprofessional sales staff: relates to sales/service behavior, not production.  
- Average customer satisfaction rating for sales staff: a service metric, not a manufacturing indicator.  
- Number of patents for FoamDense: an innovation/R&D metric, not a measure of current manufacturing quality.  
- Average minutes to place an order on the website: measures website UX/order processing, not internal manufacturing faults.

6. Conclusion
Therefore, the most appropriate measure is the percentage of shoes returned because the heel of the shoe has come off, which matches the provided answer.

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