This research was carried out using quantitative and qualitative research methods.
For the quantitative part, a sample size of at least thirty was found to be acceptable (see Sekaran, 2003, p. 295; Erdos, 1983; Oppenheim, 1992; and Roscoe, 1975).
Forty-three respondents were used for the qualitative inquiry part for this research project. In qualitative inquiry, no general rules have been set with regard to sample size, but depends on what is deemed to be required from case to case depending on method of inquiry (see Patton, 2002 p. 244; Stake, 1995; Yin, 2003; and Adelman et al., 1980). Quota sampling was used for the survey and snowball sampling, also known as chain referral sampling, was used for the video observation. Quota sampling was chosen because it is more specific when dealing with the sizes and proportions of sub-samples, as in the sub-groups here that helped reflect corresponding proportions in the population (Sekaran, 2003). Using quota sampling also helped the researcher identify participants based on selected criteria. Snowball sampling, which is considered a type of purposive sampling (Patton, 2002), was used to find and recruit “hidden populations” that are not easily accessible to researchers through other sampling strategies. This method allowed an approximate constructing of the “social network” by building up a social structure from a set of individuals and organizations connected to the hidden population. Moreover, this method of sampling was done because of a difficulty for the researcher to get an access in automotive industries since all car companies involved in this research classify their styling department as a prohibited area to other people.
The schematic representation of this research (see Figure 10) illustrates how the theoretical studies, empirical studies and publications fit into an overall structure where the parts complement each other.
Theoretical studies
The theoretical research activities constitute fulfillment of the formal coursework requirements related to my PhD studies, in the shape of four courses taken at NTNU, TU Denmark, and TAIK/Aalto University. With respect to my main doctoral project on “Practice-based design thinking for form development and detailing,” I studied how designers developed meaningful forms or form progressions, which differs from automated morphing. In order to shed light on this topic, surveys were conducted involving focus groups and individual respondent from design departments in the automotive industry (Proton, Perodua, NAZA, Modenas, Proreka, and Inocean AS), as well as renowned automotive design Universities. In terms of finding the test subjects, I carefully selected the focus groups and respondents from the automotive design industry in conjunction with the respective managers, whereas lecturers in charge of design projects at the participating universities (Coventry University, the Royal College of Art in London, NTNU, Umeå University, and UiTM) introduced the test subjects to me.
Pilot studies were completed by the middle of 2007, whereas full-fledged empirical data collection and triangulation exercises were undertaken in 2008 and 2009.
Figure 10. Schematic representation of research activities carried out during the research work consisting of theoretical studies, empirical studies and publications.
Explanation of the abbreviations: OP = Observing participation, AP = Active participation, QRI = Qualitative research interview, and QS = Questionnaire study.
Empirical studies and publications
Research and publication activities resulted in three papers in 2008 (see Papers 1, 2, 3), one paper in 2009 (see Paper 4), one paper in 2010 (see paper 6) and one paper in 2011 (see Paper 5). Paper 1 described the foundation of the study based on the approaches of the “old masters” of engineering design, and the modern form development of automobiles. Paper 2 described the role of formgiving in design,
which can be interpreted as the part of form creation during which the aesthetic elements are introduced. In Papers 1 and 2, I used content analysis in order to establish a foundation for the quantitative as well as qualitative automotive elements, features and characteristics to be further elaborated upon on in Papers 5 and 6. Paper 3 explored the ways in which form is embodied through design activity. The use of verbal protocol analysis in Paper 3 revealed some interesting findings. A questionnaire was formulated for the study of car silhouettes in relation to human expression (see Paper 4). In order to investigate what expressions portray, questions were asked with respect how respondents: (1) Recognize the common characteristic of the car, (2) Indicate the words corresponding to the expression, and (3) Interpret the car images in comparison to human expressions. A total of 46 respondents answered the questionnaire. For papers 5 and 6, I conducted comprehensive experiments where video observations complemented with reflection techniques were carried out on 43 practicing designers and students.
The focus was on how designers understood and transformed elements, features and components based on selection and on notions of consistency and completeness in manual morphing operations. Video observations focused on how these participants developed and detailed overall and selected automotive forms through morphing sequence exercises. This led to a total of 645 observed sketches.
(43 participants x 3 sketches (Morphing at ratios of 25%, 50%, and 75% for each single view of the car) x 5 views of the car (i.e., Front view, Side view, Rear view, Three quarter front view, and Three quarter rear view). The template for video observation and verbal protocol analysis was based on the Delft Protocol method (see Cross, Christiaans, & Dorst, 1996).
Complementary to the above, controlled experiments consisting of video observation and semi-structured interviews were carried out with 10 master’s degree students of product design at NTNU. Their task was to analyze selected sketches produced by the 43 practicing designers involved in the experiment.
Selected sketches were then used as a basis for semi-structured interviews where 10 NTNU MSc students heuristically indicated their opinions on the overall form, features and components of the car with respect to whether these elements deviate from an expected natural progression of form development. The semi-structured interviews were complemented with video observations.
4. Results
This chapter presents six major contributions to a new body of knowledge within the context of this research. These contributions are as follows: (1) Terms for a qualitative structure in automotive design relating to approaches involving aesthetic features are established; (2) A format for analyzing linguistic interpretations of aesthetic elements is developed; (3) It is demonstrated that the metaphorical form in relation to sign and symbol is embodied in text, drawings and human tactile behavior (such as touching); (4) Two types of positive correlations are identified.
These correlations are:
The designer’s perceptions of form elements, form features, and components related to common characteristics of a car, and
Words related to car expressions and human expressions of the car;
(5) A method for analyzing manual interpolative morphing complementary to automated CAD morphing is developed. This method will support designers in their choices and transformations of form based on subjective and purposeful intent; and (6) A method for analyzing designers’ perceptions with respect to perceptual characteristics, such as recognition, comprehension and association, is also developed.