The Use of Bertin Graphs in Product Research
Assist. Prof. Dr. Serkan GÜNES

Abstract
Many design research uses several comparative methods to compare and contrast products or brand images among user attitudes, purchasing decisions, ergonomics, functionality and other design related issues. With the development of computer technology, design researchers became capable to several statistical software packages. These software packages provide statistical graphs and charts varying from simple pie charts through advanced plots. However, each type of graph has its advantages and disadvantages according their design. This paper introduces the use of Bertin Graphs as a tool to present more legible outputs in comparison with conventional Correspondence Analysis plots in product research. For this, the paper reviews the relevant use of Correspondence Analysis in product research and compares two output alternatives with examples.

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