UNDERSTANDING THE INFLUENCE OF DATA VISUALIZATION TECHNIQUES ON DECISION-MAKING PROCESSES IN BUSINESS

Abstract

In this era of data-driven business, information processing is a challenge as well as an opportunity for business firms and society as a whole. Data visualisation techniques have emerged as the best-fit solution to these dynamic challenges of information processing and information management. Visualisation methods also have a profound impact on data collection, data quality, data presentation, and the decision-making process of e-commerce firms in particular, and on society in general.The primary objective of this study is to explore the impact of data visualisation techniques on the decision-making process for e-commerce business firms. The sub-tasks include the role and magnitude of effective data visualisations, their benefits and drawbacks for the decision-making process, identification of factors affecting the data visualisation quality, and identifying the emerging data visualisation techniques for an effective decision-making process. The methodology of this research study includes qualitative as well as quantitative methods. We adopt a theoretical framework and perform an assessment with a case study to validate the impact of data visualisation on the decision-making process. This mixed-method approach provides multi-dimensional insights for the research study; it helps us to assess the decision-making process theoretically as well as empirically. The mixed method also jointly assesses the decision-making process within the context of the data visualisation techniques. The primary contribution of this research study is to explore the relationship between data visualisation techniques and the decision-making process of e-commerce firms. The research study explores data visualisation techniques, assesses the quality of information available for decision-making, develops a theoretical framework to upscale data visualisation, and also examines emerging visualisation techniques like augmented reality (AR), virtual reality (VR), and explainable AI visualisations. The study thoroughly investigates the role of data visualisation techniques to enhance the decision-making process. It also provides a theoretical framework to facilitate information quality for effective decision-making with emerging data visualisation methods. The research provides insights on data visualisation techniques within the context of the decision-making process of business firms. The research also provides an assessment for data quality, data presentation and lists appropriate visualisation techniques for each goal.