Starjournal Quotation Ozimec, Ana-Marija, Natter, Martin, Reutterer, Thomas. 2010. GIS-Based Marketing Decisions - Effects of Alternative Data Visualizations on Decision Quality. Journal of Marketing 74 (6), 94-110.




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.


Press 'enter' for creating the tag

Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Marketing
Citation Index SSCI
WU Journalrating 2009 A+
Starjournal Y
Language English
Title GIS-Based Marketing Decisions - Effects of Alternative Data Visualizations on Decision Quality
Volume 74
Number 6
Year 2010
Page from 94
Page to 110
Reviewed? Y


Reutterer, Thomas (Details)
Natter, Martin (Goethe-Universität Frankfurt, Germany)
Ozimec, Ana-Marija (Goethe-Universität Frankfurt, Germany)
Institute for Marketing and Customer Analytics IN (Details)
Marketing DP (Details)
Institute for Retailing & Data Science IN (Details)
Research Institute for Computational Methods FI (Details)
Google Scholar: Search