Skip to main content
SpringerLink
Log in

Exploratory Analysis using Parallel Coordinate Systems: Data Visualization in N-Dimensions

  • Published:
Marketing Letters Aims and scope Submit manuscript

Abstract

We introduce an exploratory technique that is used to visualize higher order geometries in an easily recognizable two-dimensional representation: parallel coordinate systems. In this research, parallel coordinate systems visual analysis is used to assess competitive pricing behavior. Results show that this simple exploratory technique identified the same main and cross-elasticities identified by an MCI model. This research illustrates the value and simplicity of adding parallel coordinate systems visual analysis to the manager's exploratory analysis tool kit. Implications are discussed.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Batsell, R.R. (1980a). 'Consumer Resource Allocation Models at the Individual Level.' Journal of Consumer Research, 7, 78–87.

    Google Scholar 

  • Batsell, R. R. (1980b). 'On the Use of Hidden Surface Routines in the Analysis of Marketing Data.' Journal of Marketing, 44, 102–106.

    Google Scholar 

  • Batsell, R. R., and L. M. Lodish. (1981). 'A Model and Measurement Methodology for Predicting Individual Consumer Choice.' Journal of Marketing Research, 18, 1–12.

    Google Scholar 

  • Burke, R. R. (1996). 'Virtual Shopping: Breakthrough in Marketing Research.' Harvard Business Review, 74, 120–127.

    Google Scholar 

  • Chu, W., and P. R. Messinger. (1997). 'Information in Channel Profits.' Journal of Retailing, 73, 487–499.

    Google Scholar 

  • Cooper, L. G., and M. Nakanishi. (1988). Market-Share Analysis. Boston, MA: Kluwer Academic Press.

    Google Scholar 

  • DeFanti, T.A., M. D. Brown, and B. H. McCormick. (1989). 'Visualization-Expanding Scientific and Engineering Research Opportunities.' Computer, August, 12–25.

  • Ghose, S. (1998). 'Distance Representations of Consumer Perceptions: Evaluating Appropriateness by Using Diagnostics.' Journal of Marketing Research, 35,2, 137–153.

    Google Scholar 

  • Gruca, T. S., and B. R. Klemz. (1998). 'Using Neural Networks to Identify Competitive Market Structure from Aggregate Market Response Data.' Omega, 26,1, 49–62.

    Google Scholar 

  • Holbrook, M. B. (1998). 'Marketing Applications of Three-Dimensional Stereography.' Marketing Letters, 9, 1, 51–64.

    Google Scholar 

  • Holbrook, M. B. (1997). 'Stereographic Visual Displays and the Three-Dimensional Communication of Findings in Marketing Research.' Journal of Marketing Research, 34, 526–536.

    Google Scholar 

  • Inselberg A. (1985). 'The Plane with Parallel Coordinates.' The Visual Computer, 1, 69–91.

    Google Scholar 

  • Inselberg, A., and B. Dimsdale. (1994a). 'Multidimensional Lines I: Representation.' Journal of Applied Mathematics, 54, 2, 559–577.

    Google Scholar 

  • Inselberg, A., and B. Dimsdale. (1994b). 'Multidimensional Lines I: Proximity and Applications.' Journal of Applied Mathematics, 54, 2, 578–596.

    Google Scholar 

  • Inselberg, A., et al. (1993). 'Parallel Coordinates: Survey of Recent Results.' The Society of Optical Engineers Proceedings, 1913, 582–599.

    Google Scholar 

  • Johnson, M. D., and D. A. Horne. (1992). 'An Examination of the Validity of Direct Product Perceptions.' Psychology and Marketing, 9, 221–235.

    Google Scholar 

  • Matheus, C., P. Chen, and G. Piatetsky-Shapiro. (1993). 'Systems for Knowledge Discovery in Databases.' IEEE Transactions on Knowledge and Data Engineering, 5, 6, December.

    Google Scholar 

  • Perlman, G., and T. D. Erickson. (1983). 'Graphical Abstractions of Technical Documents.' Visible Language, 23 4, Autumn.

  • Ramaswamy, V., and W. S. DeSarbo. (1990). 'SCLPTURE: A New Methodology for Deriving and Analyzing Hierarchical Product-Market Structures from Panel Data.' Journal of Marketing Research, 27, 418–427.

    Google Scholar 

  • Reardon, J., R. Hasty, and B. Coe. (1996). 'The Effect of Information technology on Productivity in Retailing.' Journal of Retailing, 72, 445–461.

    Google Scholar 

  • Shneiderman, B. (1992). 'Tree Visualization with Tree-Maps: A 2-D Space-Filling Approach.' ACM Transaction on Graphics, 11, 1, 92–99.

    Google Scholar 

  • Wegman, E. J. (1990). 'Hyperdimensional Data Analysis Using Parallel Coordinates.' Journal of the American Statistical Association, 411, 85, 644–663.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Marketing, Winona State University, Winona, MN, 55987-5838

    Bruce R. Klemz

  2. Department of Marketing, Texas Tech University, Lubbock, TX, 79409-2101

    Patrick M. Dunne

Authors
  1. Bruce R. Klemz
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Patrick M. Dunne
    View author publications

    You can also search for this author in PubMed Google Scholar

Rights and permissions

Reprints and permissions

About this article

Cite this article

Klemz, B.R., Dunne, P.M. Exploratory Analysis using Parallel Coordinate Systems: Data Visualization in N-Dimensions. Marketing Letters 11, 323–333 (2000). https://doi.org/10.1023/A:1008133112110

Download citation

  • Issue Date:

  • DOI: https://doi.org/10.1023/A:1008133112110

Search

Navigation