University of Surrey

Test tubes in the lab Research in the ATI Dance Research

Geographical information systems-based marketing decisions: Effects of alternative visualizations on decision quality

Ozimec, AM, Natter, M and Reutterer, T (2010) Geographical information systems-based marketing decisions: Effects of alternative visualizations on decision quality Journal of Marketing, 74 (6). pp. 94-110.

Full text not available from this repository.

Abstract

Marketing planners often use geographical information systems (GISs) to help identify suitable retail locations, regionally distribute advertising campaigns, and target direct marketing activities. Geographical information systems thematic maps facilitate the visual assessment of map regions. A broad set of alternative symbolizations, such as circles, bars, or shading, can be used to visually represent quantitative geospatial data on such maps. However, there is little knowledge on which kind of symbolization is the most adequate in which problem situation. In a large-scale experimental study, the authors show that the type of symbolization strongly influences decision performance. The findings indicate that graduated circles are appropriate symbolizations for geographical information systems thematic maps, and their successful utilization seems to be virtually Independent of personal characteristics, such as spatial ability and map experience. This makes circle symbolizations particularly suitable for effective decision making and cross-functional communication. © 2010, American Marketing Association.

Item Type: Article
Authors :
NameEmailORCID
Ozimec, AMUNSPECIFIEDUNSPECIFIED
Natter, MUNSPECIFIEDUNSPECIFIED
Reutterer, Tt.reutterer@surrey.ac.ukUNSPECIFIED
Date : 1 November 2010
Identification Number : 10.1509/jmkg.74.6.94
Depositing User : Symplectic Elements
Date Deposited : 16 May 2017 15:15
Last Modified : 16 May 2017 15:15
URI: http://epubs.surrey.ac.uk/id/eprint/818307

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year


Information about this web site

© The University of Surrey, Guildford, Surrey, GU2 7XH, United Kingdom.
+44 (0)1483 300800