20
S. J. Zafarmand
The descriptive words that the subjects used to describe their Kansei about their
products in the lifecycle stages were summarized into Kansei items through the KJ
Method (Kawakita 1986; Ohiwa et al. 1990). The Kansei items based on the subjects’
responses were processed by using Quantification Theory Type III (QT3) (Hayashi
and Suzuki 1975) to show their distribution in three dimensions on X, Y and Z axis
and, accordingly, their major trends. This number of axes for the spatial data derived
from QT3 was decided on the basis of the resulting Eigen values which were more
than 0.500. The distribution of the subjects’ Kansei statuses in the three lifecycle
stages of their products would be another output of this QT3 process. To show
the trends of the subjects’ Kansei evolutions over their short/long-lived products’
lifetime, the parameter of Centers of Gravity (CG) of the spatial data relevant to the
subjects’ Kansei statuses in the three lifecycle stages of their products was used as
the indictor. Finally, first, the resulting PSjS trends would be compared between the
short and long lived products, and second, these findings would be compared with
the trends derived from the last research done on the Japanese subject (Zafarmand
et al. 2011).
2.4 Results
2.4.1 Kansei Items Distribution
In total, respectively, 635 Persian keywords (including 224 for the P stage, 219 for
the KU stage and 190 for the R stage), 398 Persian keywords (including 125 for
the P stage, 104 for the KU stage and 169 for the R stage) and 543 Persian Kansei
keywords (including 227 for the P stage, 173 for the KU stage and 143 for the R stage)
were derived from the subjects’ responses regarding their Kansei about their mobile
phones, cars and handicrafts in the different lifecycle stages of these products. All
of these keywords were summarized into 82 Kansei items or descriptive keywords
through the KJ method.
The subjects’ responses about their Kansei regarding all three lifecycle stages of
their products were adapted to these 82 Kansei items and processed by using QT3.
The overall output distributions of the Kansei items are shown as X–Y and X–Z
graphs in Fig. 2.1. On the basis of the context and distribution of the Kansei items
in the graphs, the three axes of X, Y and Z are, respectively, named ‘Pleasance–
Pain’, ‘Active Emotion–Passive Affection’, and ‘Subjective–Objective’. The Kansei
items, their resulting X, Y and Z dimensions and frequencies in each lifecycle stage
and product type are presented in Tables 2.1 and 2.2. The Kansei items, which are
specified for only one of the stages of P, KU and R, are shown in Table 2.1, and the
rest ones being relevant to more than one stage are in Table 2.2.
S. J. Zafarmand
The descriptive words that the subjects used to describe their Kansei about their
products in the lifecycle stages were summarized into Kansei items through the KJ
Method (Kawakita 1986; Ohiwa et al. 1990). The Kansei items based on the subjects’
responses were processed by using Quantification Theory Type III (QT3) (Hayashi
and Suzuki 1975) to show their distribution in three dimensions on X, Y and Z axis
and, accordingly, their major trends. This number of axes for the spatial data derived
from QT3 was decided on the basis of the resulting Eigen values which were more
than 0.500. The distribution of the subjects’ Kansei statuses in the three lifecycle
stages of their products would be another output of this QT3 process. To show
the trends of the subjects’ Kansei evolutions over their short/long-lived products’
lifetime, the parameter of Centers of Gravity (CG) of the spatial data relevant to the
subjects’ Kansei statuses in the three lifecycle stages of their products was used as
the indictor. Finally, first, the resulting PSjS trends would be compared between the
short and long lived products, and second, these findings would be compared with
the trends derived from the last research done on the Japanese subject (Zafarmand
et al. 2011).
2.4 Results
2.4.1 Kansei Items Distribution
In total, respectively, 635 Persian keywords (including 224 for the P stage, 219 for
the KU stage and 190 for the R stage), 398 Persian keywords (including 125 for
the P stage, 104 for the KU stage and 169 for the R stage) and 543 Persian Kansei
keywords (including 227 for the P stage, 173 for the KU stage and 143 for the R stage)
were derived from the subjects’ responses regarding their Kansei about their mobile
phones, cars and handicrafts in the different lifecycle stages of these products. All
of these keywords were summarized into 82 Kansei items or descriptive keywords
through the KJ method.
The subjects’ responses about their Kansei regarding all three lifecycle stages of
their products were adapted to these 82 Kansei items and processed by using QT3.
The overall output distributions of the Kansei items are shown as X–Y and X–Z
graphs in Fig. 2.1. On the basis of the context and distribution of the Kansei items
in the graphs, the three axes of X, Y and Z are, respectively, named ‘Pleasance–
Pain’, ‘Active Emotion–Passive Affection’, and ‘Subjective–Objective’. The Kansei
items, their resulting X, Y and Z dimensions and frequencies in each lifecycle stage
and product type are presented in Tables 2.1 and 2.2. The Kansei items, which are
specified for only one of the stages of P, KU and R, are shown in Table 2.1, and the
rest ones being relevant to more than one stage are in Table 2.2.