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Home→The Westburn Dictionary of Marketing→R→relevance trees

relevance trees

Definition:
A diagrammatic technique for analysing systems or processes which display distinct levels of complexity. The basic approach disaggregates a system's performance, or a plan's objective, into a hierarchy of subordinate (secondary, tertiary etc.) performance levels or sub-objectives. The relevance tree (Figure 29) depicts the hierarchical relationship in a tree-like pattern that helps to develop and structure a more complete understanding of a system, or a problem and its proposed solutions. Relevance trees are widely used as tools for planning, coordinating and monitoring progress towards a specific goal. In this application the technique adopts the normative forecasting philosophy of first stating a future goal, and then mapping and timing all the paths to be followed in order to attain the goal. Drawing an analogy with a tree, the goals or objectives comprise the trunk, the branches being represented by the various alternative conditions or developments (paths) required to achieve the objective. As the figure indicates, the relevance tree disaggregates objectives into conditions or developments which in turn define a further set of subobjectives with which are associated various other conditions or developments. The application of the technique was pioneered by Honeywell. In 1964 it developed the relevance technique PATTERN (Planning Assistance Through Technical Evaluation of Relevance Numbers) which proved to be a powerful tool in planning its aerospace technology development programmes. In this context the relevance tree maps and times all the technological developments necessary to achieve a given technological mission.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Douglas Brownlie and Michael Baker], [1998].