Code Weight by Descriptor Bubble Plots

Jose Gamez -

The Code Weight by Descriptor Bubble Plots allow for a four-dimensional exploration and presentation of project data. These plots are based on the average weights associated with the selected codes across the selected descriptor field sub-groups.

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In the above example, from a study on the hotel characteristics reported as desirable across age and income level, the bubbles represent different income groups. The size of the bubbles represents the average weight associated with application of the ‘Intimacy’ code, which has been applied when intimacy was mentioned as a desirable characteristic and a weighing to indicate the reported level of importance. The X and Y axes show the average weights associated with the application of ‘Sophistication’ and ‘Cost’ codes respectively. The highlighted bubble indicates that respondents reporting more than $250,000 in annual income report relatively low importance for ‘Cost,’ moderate importance for ‘Sophistication,’ and high importance of ‘Intimacy’ as compared to the other income level groups when making hotel decisions.

Wherever code weight/rating systems are used alongside code application activity (e.g. to index variation in importance, strength, sentiment, value, quality…), these plots can quickly expose complex multi-dimensional relations between variables across sub-groups. Finally, these plots are easily modified through the drop-down menus, communicate tremendous amounts of information and can be used to access the excerpts represented by a particular bubble or as filters for further analysis.

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