The Relationship Between Data Visualization and Task Performance Page: 2
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Phillips, Brandon. The Relationship between Data Visualization and Task Performance.
Doctor of Philosophy (Business Computer Information Systems), December 2014, 97 pp., 21
tables, 20 figures, references, 90 titles.
We are entering an era of business intelligence and big data where simple tables and
other traditional means of data display cannot deal with the vast amounts of data required to meet
the decision-making needs of businesses and their clients. Graphical figures constructed with
modern visualization software can convey more information than a table because there is a limit
to the table size that is visually usable. Contemporary decision performance is influenced by the
task domain, the user experience, and the visualizations themselves. Utilizing data visualization
in task performance to aid in decision making is a complex process. We develop and test a
decision-making framework to examine task performance in a visual and non-visual aided
decision-making by using three experiments to test this framework. Studies 1 and 2 investigate
DV formats and how complexity and design affects the proposed visual decision making
framework. The studies also examine how DV formats affect task performance, as measured by
accuracy and timeliness, and format preference. Additionally, these studies examine how DV
formats influence the constructs in the proposed decision making framework which include
information usefulness, decision confidence, cognitive load, visual aesthetics, information
seeking intention, and emotion. Preliminary findings indicate that graphical DV allows
individuals to respond faster and more accurately, resulting in improved task fit and
performance. Anticipated implications of this research are as follows. Visualizations are
independent of the size of the data set but can be increasingly complex as the data complexity
increases. Furthermore, well designed visualizations let you see through the complexity and
simultaneously mine the complexity with drill down technologies such as OLAP.
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Phillips, Brandon. The Relationship Between Data Visualization and Task Performance, dissertation, December 2014; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc699897/m1/2/: accessed May 24, 2019), University of North Texas Libraries, Digital Library, https://digital.library.unt.edu; .