Download - Visualization Methods Analysis
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Autumn Abbott-Lord
Becky Farmer
Zainab Habibi
Caitlin Hammond
Christine McDonald
Sarah Williams
Journal o
Managethe Visu
Product and B
ent: An Analyalization Meth
Used
Prepared fo
and
is ofds
Dr. Meredith Zoetewey
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Table of Contents
Cover Page 1
Table of Contents 2
Overview 3
Introduction 3-5
Methodology 6
Analysis and Results 7-9
Implications 10
References 11-13
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Overview
This report will discuss the need for knowledge of visualization method tools, evaluate and
analyze the tools used in an academic journal on marketing, and discuss the implications of thisknowledge as it relates to technical communicators working in the marketing field. Issues of
Journal of Product and Brand Managementwere assessed for information on usage of
visualization tools. The findings show that multiple visualization methods are commonly
employed to simplify difficult information in which the author wants to convey to the reader.
As a result, it is important for technical communicators working in the marketing field to have
full knowledge of visualization methods and to understand which are commonly utilized.
Introduction
In todays environment of soaring technological use, the utilization of visuals when conveying
technical information is more prevalent than ever. Communicators in the marketing field have
a growing need for the use of visualization methods. A visualization method is a systematic,
rule-based, external, permanent, and graphic representation that depicts information in a way
that is conducive to acquiring insights, developing an elaborate understanding, or
communicating experiences (Eppler & Lengler).
In the past, the role of a technical writer was to convert technical information into a format
easily understood by most people. More recently, the role of these writers advanced to that of
communicators, and they began carrying more responsibility, working in various fields and
dealing with communication sources other than print. Today, technical communicators are
managing documentation processes, participating in marketing communication activities,
working with knowledge management teams and are responsible for delivering marketing
collaterals, newsletters and so on (Ramamurthy, 2010). According to Weinschenk, people
learn best from examples and visualized information (2011, p. 79). Therefore, it is critical to
analyze the frequency with which communicators in the marketing field use visuals when
presenting specialized information.
Visualization methods have been divided into the following six categories (Eppler & Lengler):
data, concept, metaphor, information, strategy and compound.
Data Visualization
According to the Periodic Table of Visualization Methods, data visualization is represented
through continuums, tables, Cartesian coordinates, pie charts, line charts, car charts, area
charts, histograms, scatterplots, turkey box plots, and spectrograms (Eppler & Lengler). These
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eleven strategies encompass the most fundamental way to utilize informational diagrams as
visuals. Visualization is the graphical presentation of information, with the goal of providing
the viewer with a qualitative understanding of the information contents (Ward). Data
visualization is unique because it allows the user to view quantitative data in the most simple,
qualitative way possible.Data visualization is efficient, accurate, and adaptable. It also workstowards building an understanding of data, processes, relations, or concepts (Ward).
Concept Visualization
Concept visualization methods are used to elaboratequalitative concepts, ideas, plans, and
analyses through the help of rule-guided mapping procedures (Eppler & Lengler). These
visuals are commonly expressed using circles or boxes that are linked by words or phrases.
Concept visualization, in addition to strategy visualization, contains the highest number of
visuals categorically, including evocative knowledge maps, cause-effect chains, force field
diagrams, and concept maps and concept fans, the latter of which are commonly used. Thesemethods are frequently seen in scientific fields, helping users understand complex
interrelationships within multivariatedatasets (MachEachren, Gahegan, Pike, 2004, p.5281).
Metaphor Visualization
Metaphor visuals organize information meaningfully. In doing so, they fulfill a double
function: First, they position information graphically to organize and structure it. Second, they
convey an insight about the represented information through the key characteristic of the
metaphor that is employed (Eppler, 2004). Metaphor visuals are used to translate raw data
into visual form (Schmidt, 2007). They are not literal translations, but assist communicators in
assimilating information by providing them with a familiar image to consider.
Some metaphor visualizations are still frequently in use, such as landscape metaphor, which
was one of the first methods used...to reorganize and depict document archives (Sara Irina
Fabrikant, 2010). This visual is still common because everyone intuitively understands
landscapes (Sara Irina Fabrikant, 2010). Metaphors are successful when the audience
understands what the visual represents and its significance in relation to the given information.
However, despite the usefulness of metaphor visualizations, they are rarely found in marketing.
Information Visualization
Information visualization is primarily used for financial analysis and market studies. These
methods include datamaps, timelines, flowcharts, and data flow diagrams. Flowcharts and data
flow diagrams are the most common in the marketing field.Software and Systems Engineering
Vocabulary (SEVOCAB) defines flowcharts as control flow diagram[s] in which suitably
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annotated geometrical figures are used to represent operations, data, or equipment, and
arrows are used to indicate the sequential flow from one to another (Flowchart, 2011). A data
flow diagram is one that depicts data sources, data sinks, data storage, and processes
performed on data as nodes, and logical flow of data as links between the nodes (Flowchart,
2011). Although flowcharts and data flow diagrams are very similar, they have a key
difference; data flow diagrams do not show information about the timing of processes, orinformation about whether processes will operate in sequence or in parallel, whereas
flowcharts do.
Strategy Visualization
Strategy visualization is the systematic use of complementary visual representations in the
analysis, development, formulation, communication, and implementation of strategies in
organizations (Eppler & Lengler). The purpose of strategy visualization methods is to depict a
set of conceptual relationships such as hierarchies and networks. These methods includeportfolio diagrams and magic quadrants, which are regularly used in the marketing field. Magic
quadrants tend to be simple, but effectively assist the reader in quickly determining the
strengths and weaknesses of the data provided. Strategy visualization is the most specific of
all groups, as it has achieved great relevance in management (Eppler & Lengler).
Compound Visualization
Compound visualization designates the complementary use of different graphic representation
formats in one single schema or frame (Eppler & Lengler). Graphic facilitation, cartoons, rich
pictures, knowledge maps, learning maps, and infomurals are all classified as compoundmethods. These methods tend to convey more subjective information, although they may
incorporate the other methods as well.
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[Periodic table of visualization methods] Retrieved November 30, 2011 from
http://www.flickriver.com/photos/colby/352895722/
Methodology
This study began with research on visualization methods, specifically the six categories as
defined by Eppler and Lengler: data, information, strategy, metaphor, compound, and concept.
Research was followed by an analysis of the twelve most recent issues ofJournal of Product and
Brand Management (JPBM). All articles from Issue 3 of 2010 through Issue 7 of 2011 wereevaluated. A total of eighty-three articles were assessed for the number of visuals utilized,
which category the visuals represented, and which method did it correspond to within its
category. In addition, issues were searched for articles that contained no visual
representations.
For the purpose of this report, visuals were considered to be anything other than text used to
convey information. These visuals were defined by the articles as figures and tables. The
determination to categorize each visual was made based on the structural similarities between
the article visuals and the examples provided by Eppler and Lenglers Periodic Table of
Visualization Methods, in combination with the information from the previous research
conducted. While some visuals showed similarities from multiple categories, the method thatmost resembled the example from the periodic table was chosen.
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[Table] Retrieved November 30, 2011 from:
http://www.learningsolutionsmag.com/articles/630/mak
e-the-complex-understandable-show-dont-tell/page3
[Flowchart] Retrieved November 30, 2011 from:
http://www.visualliteracy.org/periodic_table/peri
odic table.html#
Analysis and Results
The evaluation of all eighty-three articles in the most recent twelve journals of Journal of
Product and Brand Management indicates that visuals are used 95% of the time. Only four of
these articles contained no visuals at all. Among the visuals found, the majority are
representative of data visualizationmethods. While the other five forms
of visualization only appear 53 times
in the twelve issues analyzed, data
visualization methods are utilized 334
times in those same articles. Within
these data methods, 285 were
classified as tables, the most
frequently seen visual. Table is simply
defined as a systematic
arrangement of data usually in rows
and columns for ready reference
(Merriam-Webster).
Concept methods and information
visualization methods are also
commonly utilized, with similar
frequency. Within the information visualization category, flowcharts and data flow diagrams
are seen most often and in multiple articles. These are the only two information methods
utilized within the evaluation. In contrast,
concept visualization methods are
represented by various types of visuals, notjust one specific method. Concept methods
are also represented by the highest number
of methods and include concept maps,
process event chain, perspectives diagram,
concept fan, force field diagram, evocative
knowledge map, and swim-lane diagram.
While the use of strategy and metaphor
visualization methods is limited within theevaluated articles, this analysis did show
equivalent or more usage of organizational
charts than any specific method within
concept visualization methods. Research on
why metaphor visualization methods are
not used as frequently as the other methods
revealed that metaphor visuals are used to
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[Temple] Retrieved November 30, 2011 from:
http://www.visualliteracy.org/periodic_table/periodic_tabl
e.html#
translate raw data into visual form (Schmidt, 2007). They are not literal translations, but used
to help people assimilate
information by giving them a familiar
image to consider. Much of the
information conveyed through JPBM
articles is highly quantitative,therefore it can be difficult to find
appropriate metaphor visualizations,
so they are not as common in the
marketing field.
Employing proper metaphor
visualizations can often be helpful in
marketing, but there are drawbacks
(JiSoo Yi, 2005). Using metaphors can
result in poor comprehension of
information due to misinterpretationof the metaphor visual. Metaphors
are used as a bridge between a
traditional object and the new
concept, but they tend to
discourage further exploration into
the information (Ji Soo Yi, 2005). For
example, if a reader is told that information applies to one specific category, the reader is not
likely to look for additional applications of the material.
Compound methods were not found at all in this evaluation.
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Knowledge Maps
Knowledge mapping is a process of surveying, assessing
and linking the information, knowledge, competencies
and proficiencies held by individuals and groups within
an organization (Hylton, KeKma-Training, 2002).
Useful for organizing related information in astructured manner that simplifiescomprehension by showing the connections
between the information.
The maps do not represent knowledge per se,but rather pointers toinformation resources
and examples of expert knowledge in use
(Tergan, 2005, p.189).
Compound Visualization
A review ofJournal of Product and Brand Managementrevealed that compound visualization methods
were not frequently utilized within the journal. Further research of knowledge maps, learning maps,
graphic facilitations, info murals, rich pictures and cartoons was conducted. Due to the abundant
information on knowledge maps and learning maps that is available, this article focuses on these twocompound methods. Knowledge maps reveal where knowledge resides and where the gaps are
(Thomas, 2009). Learning maps connect people to other people, as well as to the information being
conveyed. For example, when marketers brainstorm to create an incentivized survey, their ideas may
be constructed into a knowledge map, which may evolve into a learning map, as the group begins to
connect their ideas. The number of surveys to be distributed, the questions to be asked, and the target
consumer to be interviewed can be included as part of knowledge mapping. These ideas are then taken
and transformed into an operational survey. To emphasize this point, Sigmar-Olaf Tergan states that
cognitive processing of complex subject matter may be enhanced if the task-relevant knowledge is
well-organized and the structures behind ideas, knowledge and information, as well as their relevance
for comprehension, learning and problem solving, are made explicit by means of visualization (2005,
p.186). Therefore, although compound visualization methods are not shown in theJournal of Product
and Brand Management, they are still vital within the professional marketing field.
Learning Maps
Present complex internal processes with vivid
simplicity (Hutchins).
Traditionally, learning maps are employed togenerate awareness and understanding
(Hutchins).
They function to organize major conceptsfrom a text or thought into a visual
arrangement.
Shows the relationship among concepts withlinking phrases such as results in,
contributes to and compared to (Cargill,
2011).
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Implications
Visuals cement information that verbose descriptions and statistics may not. In this study, the
use of visuals, along with explanations, allows the subscribers of Journal of Product & Brand
Management to coordinate their understanding of the latest information in the marketing
world.
The outcome of this examination indicates that communicators wishing to work in the
marketing field must be familiar with many of the various methods of visualization. As noted by
Luc Desnoyers in reference to visuals used in science communication, Most scientists were
scarcely exposed to formal training in the use of visuals and it is our experience that students
resort to learning by doing and imitating what they read and see, for better or for worsethere
seems to be a definite need for more extensive and systematic training in this area (2011,
p.121). This also indicates a need for increased discussion about visualization methods in
technical communications educational programs.
The findings of this study also indicate that data visualization is a frequently representedvisualization method used in marketing. If technical communicators focused on producing
more in depth and challenging visualizations, they could create more thorough and
representative works that would require little or no textual explanation. As said by Desnoyers,
Printed visuals are autonomous entities that the readers can refer to and analyze separately
fromtext, at their own convenience (2011, 120).
Simply put, visual representations help us to illustrate concepts that, if expressed verbally, we
would find difficult to explain clearly to a listener (Mazza, 2009, p.4). And isnt simplifying
information the quintessential description of what technical communicators do?
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References
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Cargill, S. (2011, March 11). Visual Learning Maps Explained. Thinkspiration. Retrieved from
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Desnoyers, L. (2011). Toward a Taxonomy of Visuals in Science Communication. Technical
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Eppler, M. J. (2004). Knowledge Visualization: Towards a New Discipline and its Fields of
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Ji Soo Yi, R. M. (2005). Dust & Magnet: multivariate information visualization using a magnet
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