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Article Excerpt
Abstract
Geovisualization refers to the visual exploration, analysis, synthesis and presentation of geospatial data. This paper presents findings from research that has focused on developing and applying geovisualization techniques and technologies for use within retail location decision support. Retailers represent a major user group of Geographic Information System-based (GIS) decision support technologies, with applications ranging from trade area mapping to store portfolio planning. However, the ability to handle spatial-temporal data, visualize change, and explore the temporal dimension of spatial data is limited within conventional GIS. The paper details the development of a prototype geovisualization system that has been designed to enable visualization of spatial-temporal change of retail-related data. From this explicitly visual paradigm, a number of examples of potential analysis are examined at four different scales of analysis: national, regional, market and micro-level. The paper highlights both the challenges and potential to enhance retail decision support by integrating geovisualization techniques and technology within decision support activities.
Resumes
La geovisualisation se refere a l'exploration, l'analyse, la synthese et la presentation visuelles de donnees geo-spatiales. Cet article presente les resultats de recherches qui ont mis l'emphase sur le developpement et l'application de techniques de geovisualisation pour une utilisation au sein d'aide a la decision de localisation de commerces au detail. Les detaillants representent un groupe d'utilisateurs majeurs de technologies d'aide a la decision basees sur les systemes d'information geographique, avec des applications allant de la cartographie d'aires d'echange a la planification de portefeuilles de boutiques. Cependant, l'habilite a maitriser des donnees spatio-temporelles, visualiser le changement et explorer la dimension temporelle de donnees spatiales est limitee au sein de SIG conventionnels. L'article decrit le developpement d'un systeme prototype de geovisualisation qui a ete dessine afin de permettre la visualisation du changement spatio-temporel de donnees reliees au commerce de detail. De ce paradigme explicitement visuel, un nombre d'exemples d'analyses potentielles sont examines a quatre differentes echelles : nationale, regionale, echelle de marche et micro echelle. L'article souligne autant les defis et le potentiel d'augmentation du support decisionnel du commerce de detail en integrant des techniques et la technologie de geovisualisation au sein d'activites d'aide a la decision.
Introduction
Geovisualization research has gained considerable momentum over recent years within the fields of GIS, cartography and spatial statistics. The aim of geovisualisation is to turn large heterogeneous data into information (interpreted data) and subsequently, into knowledge (understanding derived from information). As MacEachren and Kraak (2001: 3) define, "geovisualisation integrates approaches from visualization in scientific computing, cartography, image analysis, information visualization, exploratory data analysis and geographic information systems to provide theory, methods and tools for visual exploration, analysis, synthesis and presentation of geospatial data". Figure 1 provides a conceptual framework for geovisualization system use, defined along three axes: (i) the nature of the tasks performed--from knowledge construction to the sharing and dissemination of information; (ii) the type of users--ranging from domain experts to the general public; and, (iii) the level of interaction with the data--referring to the extent to which the user will have control over the system and the underlying geospatial data (i.e., open source versus black-box). The four primary functions of geovisualization can be placed along the central diagonal of the geovisualization use space: explore, analyze, synthesis and present (MacEachren et al 2003; MacEachren 1994). A defining element of geovisualization is the role and emphasis placed on human cognitive visual processing. Geovisualization techniques are geared to exploit visual-cognitive abilities: such as, pattern recognition, ordering, and interpretation of visual cues. Based on the contentious premise that humans learn more effectively and efficiently within a visual as opposed to textual or numerical setting (Tufte 1997, 1990; Lloyd 1997; Bertin 1981), geovisualization aims to transform decision support from static uni- or bi-dimensional space into a highly dynamic and visual environment that facilitates interactive exploration of multidimensional space.
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The traditional focus of visualization research has been within the hard sciences, in fields such as biotechnology, engineering and medical science. Interest amongst geographers and cartographers in visualization since the 1980s has resulted in the emergence of the geovisualization field of research (Brown et al 1995; Hearnshaw and Unwin 1994). This has provided opportunities for businesses to build on parallel developments in the areas of GIS, data warehousing, data mining and business intelligence, in providing techniques and technologies to unlock through visual means previously hidden spatial-temporal dimensions of their data sets. The increasing availability of time-series data within the retail industry coupled with the addition of temporal and spatial elements within data structures has allowed retail analysts and decision makers to move away from simply generating static snap-shots to undertaking dynamic temporal analysis and visualization of change (e.g., animation of spatially related data over a number of time periods). The application of geovisualization within business geomatics (1) are many and varied, ranging from visualizing retail sales performance metrics (e.g., sales per square foot, market share and penetration) to monitoring changes in commercial structure over time (e.g., the changing ethnic composition of retail businesses in a given urban market).
The paper is divided into four sections. First, the paper provides the research context by focusing on the tradition of retail location decision support, geovisualization is placed within the context of the widespread use and evolution of GIS within the retail industry. The second section details the development of a prototype...
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