Author(s)

ZhangXin Wu^1*, AiShu Chen²

Affiliation(s)

¹School of Foreign Studies, South China Agricultural University, Guangzhou 510642, Guangdong, China.

²School of English Education, Guangdong University of Foreign Studies, Guangzhou 510006, Guangdong, China.

Corresponding Author

ZhangXin Wu

ABSTRACT

This study addresses the misalignment between non-English-majored undergraduates’ evolving needs and current College English (CE) elective curricula in Chinese higher education, where traditional Needs Analysis (NA) fails to systematically translate subjective student voices into actionable design priorities. Integrating Quality Function Deployment (QFD) Phase 1 House of Quality (HoQ) with Analytic Hierarchy Process (AHP), we quantify and prioritize student demands. Survey/interview data from Non-English-Majored students reveal top priorities: interactive teaching methods, qualified instructors (cross-cultural competence/experience), and career-aligned course types. AHP weights highlight teaching methods and teacher qualifications as critical. The HoQ maps these to curriculum actions, ranking teaching innovation and instructor training highest. Results provide a data-driven Road-map for optimizing resource allocation and course redesign, bridging NA gaps to align CE electives with student expectations for practical and personalized learning. This QFD-HoQ-AHP approach enables targeted quality improvement in higher education curricula.

KEYWORDS

Quality Function Deployment (QFD); House of Quality (HoQ); College English electives; Curriculum development; Needs analysis

CITE THIS PAPER

ZhangXin Wu, AiShu Chen. Student needs analysis for college English electives in agricultural universities: a QFD-HOQ-AHP approach to curriculum optimization. World Journal of Educational Studies. 2025, 3(7): 29-42. DOI: https://doi.org/10.61784/wjes3097.

REFERENCES

[1] Yoji A. New product development and quality assurance—quality deployment system. Standardization and Quality Control, 1972, 25(2): 7-14.

[2] Akao Y, Mizuno S. Quality function deployment: a company-wide quality approach. Tokyo: JUSE Press, 1978.

[3] American Supplier Institute. Quality Function Deployment (Service QFD): 3-Day Workshop; Dearborn, MI: ASI Press, 1994.

[4] King B. Better Designs in Half the Time: Implementing Quality Function Deployment in America. Methuen: GOAL/QPC, 1989.

[5] Clausing D, Pugh S. Enhanced Quality Function Deployment//Proceedings of the Design Productivity International Conference. Honolulu, 1991: 15-25.

[6] Adiano C, Roth A V. Beyond the house of quality: dynamic QFD. Benchmarking for Quality Management & Technology, 1994, 1(1): 25-37.

[7] Eureka W E & Ryan N E. The Customer-Driven Company: Managerial Perspectives on QFD. USA: ASI Press,: Amer Supplier Inst, 1988.

[8] Goetsch D L, Davis S. Quality Management for Organizational Excellence: Introduction to Total Qualit. New Jersey: Prentice Hall, 2010.

[9] Huang D. Application of QFD Technology in the Design of Talent Training Programs for Higher Vocational Education. Journal of Henan Institute of Science and Technology, 2011, 6: 15-18.

[10] Zeng F, Li Z. Optimization Design of Curriculum System for Industrial Design Major Based on QFD Theory. Journal of Engineering Design, 2009, 16(6): 415-420.

[11] Xiong W, Gong Y. Teaching Design of University Courses Based on QFD Theory. Higher Engineering Education Research, 2006, 6: 126-130.

[12] Richterich R. A Model for the Definition of Language Needs of Adults Learning a Modern Language. Strasbourg: Council of Europe, 1972.

[13] Mountford A. The What, the Why and the Way. In Anpelf Goethe Institute/British Council. English for Specific Purposes, Triangle l. Montreal: Anpelf, 1981(1): 19-34.

[14] Widdowson H G. English for specific purposes: criteria for course design . In L. Selinker, E. Tarone, & V. Hanzedi (Eds.). English for Academic and Technical Purposes: Studies in Honor of Louis Trimble. New York: Newbury House, 1981.

[15] Brindley G. The role of needs analysis in adult ESL programme design. In Johnson R K (Ed.). The Second Language Curriculum. Cambridge: Cambridge University Press, 1989: 63-78.

[16] Munby J. Communicative Syllabus Design. Cambridge: Cambridge University Press, 1978.

[17] Allwright R. Perceiving and pursuing learner's needs. In Geddes M & Sturtridge G (Eds.). Individualisation. Oxford: Modern English Publications, 1982: 24-31.

[18] Hutchinson T, Waters A. English for Specific Purposes. Cambridge: Cambridge University Press, 1987.

[19] Dudley-Evans T, St. John M J. Developments in English for Specific Purpose: A Multidisciplinary Approach. Cambridge: Cambridge University Press, 1998.

[20] Tsai T H. Quality Function Deployment in Curriculum Design. Quality Assurance in Education, 2004, 12(3): 251-267.

[21] Huang X. Research and Practice on School-based ESP Curriculum Development for Higher Vocational Education from the Perspective of Needs Analysis—Taking Pharmaceutical English as an Example. Overseas English, 2022, 20: 216-217.

[22] Zheng D. Construction of Pluralistic College English Curriculum System Based on Needs Analysis. Foreign Language World, 2016, 6: 49-56.

[23] Wu Y. Study on Satisfaction of Follow-up College English Curriculum Setting Based on Students’ Needs Analysis. Nanjing: Nanjing University of Aeronautics and Astronautics, 2017.

[24] Lin L. Research on Quality Management System of Higher Vocational Colleges Based on QFD Method. Guangzhou: Guangdong University of Technology, 2011.

[25] Creswell J W, Clark V L P. Designing and Conducting Mixed Methods Research. SAGE Publicaions, 2017.

[26] Braun V, Clarke V. Using thematic analysis in psychology. Qualitative research in psychology, 2006, 3(2): 77-101.