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In this paper, we systematically examine two fundamental questions in information visualization - how to define effective visualization and how to measure it. Through a literature review, we point out that the existing definitions of effectiveness are incomplete and often inconsistent - a problem that has deeply affected the design and evaluation of visualization. There is also a lack of standards for measuring the effectiveness of visualization as well as a lack of standardized procedures. We have identified a set of basic research issues that must be addressed. Finally, we provide a more comprehensive definition of effective visualization and discuss a set of quantitative and qualitative measures. The work presented in this paper contributes to the foundational research of information visualization.