DISPLAYING DATA

DISPLAYING DATA
TABLES & GRAPHS
TABLES & GRAPHS
Pick the Right Tool.
Pick the Right Tool.

You
You

ll need to choose the most appropriate

ll need to choose the most appropriate
tool for displaying your data. The most
tool for displaying your data. The most
frequently used graphs for business
frequently used graphs for business
communications are pie, bar, and line
communications are pie, bar, and line
graphs.
graphs.

You need to draw some kind of meaning

You need to draw some kind of meaning
from the data so that you can effectively
from the data so that you can effectively
express that meaning to your audience.
express that meaning to your audience.

As a presenter, nothing commands like

As a presenter, nothing commands like
credibility. This is especially true when it
credibility. This is especially true when it
comes to presenting data.
comes to presenting data.

Data slides are not really about the data.

Data slides are not really about the data.
They are about the meaning of the data.
They are about the meaning of the data.

TABLES
TABLES

Display numbers or words arranged in a

Display numbers or words arranged in a
grid
grid

Good for when exact numbers need to be

Good for when exact numbers need to be
presented
presented

Useful for:
Useful for:

Displaying pre
Displaying pre
-
-
and post
and post
-
-
results
results

Presenting correlations or comparisons

Presenting correlations or comparisons
Graphs
Graphs
0
20
40
60
80
100
Percentage
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
Quarters
Grades on Graphing Tests
Barnhart Kids
Other Kids
Class A
Class B
Pictograph
Types of Graphs
Line Graphs
Plots
Circle Graph
Histogram
Single
Double
Stem & Leaf
Line
Single
Double
Box - and -
Whisker Plot
Scatter
Bar Graphs
Pictograph
Pictograph
Fireflies
D
a
y
s

o
f

t
h
e

W
e
e
k
Pictograph
Pictograph

All pictographs have a
All pictographs have a
title.
title.

Rows and columns
Rows and columns
shape the pictograph.
shape the pictograph.

Label each row and
Label each row and
column.
column.

Use pictures to show
Use pictures to show
the data.
the data.

Each picture equals a
Each picture equals a
certain amount of
certain amount of
data.
data.

Pictographs need a
Pictographs need a
key.
key.
Bar Graph
Bar Graph
Favorite Subjects
0
10
20
30
40
50
60
70
Math Science Reading Social Studies
Subjects
N
u
m
b
e
r

o
f

S
t
u
d
e
n
t
s
Bar Graph
Bar Graph

The purpose of a bar
The purpose of a bar
graph is to display and
graph is to display and
compare data.
compare data.

Bar graphs use bars to
Bar graphs use bars to
show the data.
show the data.

A bar graph must
A bar graph must
include:
include:
-
-
a title
a title
-
-
labeled X and Y axes
labeled X and Y axes
-
-
equal intervals are
equal intervals are
used on the Y axis
used on the Y axis
-
-
the bars are evenly
the bars are evenly
spaced apart from
spaced apart from
each other
each other
They are visually more
They are visually more
precise than pie
precise than pie
charts, and can
charts, and can
accommodate larger
accommodate larger
data sets.
data sets.
CONT
CONT

..
..

Show quantities represented by horizontal or
Show quantities represented by horizontal or
vertical bars
vertical bars

and are useful for displaying:
and are useful for displaying:

The activity of one thing through time
The activity of one thing through time

Several categories of results at once
Several categories of results at once

Data sets with few observations
Data sets with few observations
Double Bar Graph
Double Bar Graph
Plant Growth
0
5
10
15
20
Week 1 Week 2 Week 3 Week 4
Weeks
I
n
c
h
e
s
Light
Dark
Double Bar Graph
Double Bar Graph

The purpose of a
The purpose of a
double bar graph is to
double bar graph is to
compare two or more
compare two or more
sets of data.
sets of data.

Uses bars to show the
Uses bars to show the
data.
data.

Double bar graphs
Double bar graphs
must include:
must include:
-
-
Title
Title
-
-
Labeled X and Y axes
Labeled X and Y axes
-
-
Equal intervals are
Equal intervals are
used on the Y axis
used on the Y axis
-
-
Pairs of bars are
Pairs of bars are
equally spaced, but
equally spaced, but
the compared bars
the compared bars
are not
are not
-
-
Key
Key
Histogram
Histogram
10
9
8
7
6
5
4
3
2
1
10-J an 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 90-99
F
r
e
q
u
e
n
c
y
Test Scores
Class Test Scores
Histogram
Histogram

Histograms are used
Histograms are used
to show the frequency
to show the frequency
of data.
of data.

Very similar to bar
Very similar to bar
graphs, but use
graphs, but use
intervals on the X axis.
intervals on the X axis.

Bars do touch.
Bars do touch.

Histograms have a
Histograms have a
title.
title.

Histograms have two
Histograms have two
axes which are
axes which are
labeled.
labeled.
Line Graph
Line Graph
Temperature For One Week
0
10
20
30
40
50
60
70
80
90
100
Day 1 Day 2 Day 3 Day 4 Day 5
Days of the Week
D
e
g
r
e
e
s

F
a
r
e
n
h
e
i
t
Line Graph
Line Graph

A Line graphs are used
A Line graphs are used
to track changes over
to track changes over
short and long periods
short and long periods
of time.
of time.

Line graphs need:
Line graphs need:
-
-
Title
Title
-
-
Labeled X and Y axes
Labeled X and Y axes
-
-
Equal Intervals
Equal Intervals
-
-
Data displayed by
Data displayed by
points connected into
points connected into
lines
lines
CONT
CONT

..
..

Show sets of data points plotted over a
Show sets of data points plotted over a
time period, connected by straight lines
time period, connected by straight lines

Useful for displaying Any set of figures that
Useful for displaying Any set of figures that
need to be shown over time
need to be shown over time

Results from two or more groups
Results from two or more groups
compared over time, within
compared over time, within

age groups, sex differences, etc
age groups, sex differences, etc

Data trends over time
Data trends over time
Double Line Graph
Double Line Graph
Amount of Rainfall
0
1
2
3
4
5
May June July August
Months
I
n
c
h
e
s
1999
2000
Double Line Graph
Double Line Graph

A double line graph is
A double line graph is
used to compare two
used to compare two
groups of related data
groups of related data
over time.
over time.

Double line graphs
Double line graphs
need:
need:
-
-
Title
Title
-
-
Labeled X and Y axes
Labeled X and Y axes
-
-
Equal Intervals
Equal Intervals
-
-
Data displayed by
Data displayed by
points connected into
points connected into
lines
lines
-
-
Key
Key
Circle Graph
Circle Graph
Eye Color
40%
32%
20%
8%
Brown
Blue
Green
Other
Circle Graph
Circle Graph

Circle graphs are
Circle graphs are
used to display parts
used to display parts
of the data in relation
of the data in relation
to the entire amount
to the entire amount
of data.
of data.

All circle graphs need
All circle graphs need
a title.
a title.

Each part is called a
Each part is called a
sector and is labeled.
sector and is labeled.

All angles correct
All angles correct
(+2/
(+2/
-
-
2 degrees)
2 degrees)
Pie charts
Pie charts

Pie charts work only
Pie charts work only
for showing large
for showing large
differences in
differences in
proportion, especially
proportion, especially
percentages.
percentages.

Useful for displaying:
Useful for displaying:

Component parts of a
Component parts of a
whole in percentages
whole in percentages

Budget, geographic or
Budget, geographic or
population analysis
population analysis

Pie charts work only for showing large

Pie charts work only for showing large
differences in proportion, especially
differences in proportion, especially
percentages.
percentages.
Line Plot
Line Plot
Favorite Colors
X
X
X X X
X X X X
X X X X X
X X X X X
Red Blue Green Yellow Purple
Line Plot
Line Plot

A line plot shows the spread of all the data

A line plot shows the spread of all the data
on a number line.
on a number line.

Easily identifies the mode.

Easily identifies the mode.

All line plots include:

All line plots include:
-
-
a title
a title
-
-
a numbered horizontal line
a numbered horizontal line
-
-
data displayed by use of X
data displayed by use of X

s
s
Stem and Leaf Plot
Stem and Leaf Plot
12 7,8,8,9
13 1,2,4,4,4,6,6
14 0,0,2,3,3,4,7
15 1,1
Student Heights in Centimeters
Key: 12 7 = 127 cm
7 8 8 9
1 2 4 4 4 6 6
0 0 2 3 3 4 7
1 1
Stem and Leaf Plot
Stem and Leaf Plot

Stem and leaf plots are used as a quick way

Stem and leaf plots are used as a quick way
of seeing how many pieces of data fall in
of seeing how many pieces of data fall in
various ranges. The reader can quickly tell:
various ranges. The reader can quickly tell:
-
-
the range
the range
-
-
the mode
the mode

Stem and leaf plots have a title, a stem, and

Stem and leaf plots have a title, a stem, and
leaves
leaves

A key is used to explain how to read the

A key is used to explain how to read the
stem and leaves.
stem and leaves.
Scatter Plot
Scatter Plot
Study Time Versus Grades
0
0
20
40
60
80
100
1 2 3 4
Study Time in Hours
Grade
*
*
*
*
*
*
*
5
Scatter Plot
Scatter Plot

Shows how closely
Shows how closely
two sets of data are
two sets of data are
related
related

The closer the sets
The closer the sets
are related, the closer
are related, the closer
the points come to
the points come to
forming a straight
forming a straight
line.
line.

Scatter Plots include:
Scatter Plots include:
-
-
title
title
-
-
labeled axes
labeled axes
-
-
equal intervals
equal intervals
-
-
corresponding
corresponding
numbers plotted as
numbers plotted as
ordered pairs
ordered pairs
Box
Box
-
-
and
and
-
-
Whisker Plot
Whisker Plot
Hours of Homework
Hours of Homework
8
7 6
5
4
3
9
6.3
7.75
5
5.25
6.9
Box - and - Whisker Plot

Displays large set of
Displays large set of
data.
data.

Gives general idea of
Gives general idea of
how data clusters.
how data clusters.

Graph includes:
Graph includes:
-
-
Title
Title
-
-
Labeled intervals
Labeled intervals
-
-
Box between lower
Box between lower
and upper quartiles
and upper quartiles
-
-
Whiskers from
Whiskers from
quartiles to extremes
quartiles to extremes
-
-
Median, quartiles and
Median, quartiles and
whiskers labeled
whiskers labeled
Do your best to avoid all unnecessary
visual distractions and the message will
come through much clearer.
Keep in mind that the purpose of slides is not to
show all the data, but to communicate conclusions
and insights.
Match the display with it
Match the display with it

s purpose
s purpose

Line graph
Line graph
To compare data in different categories
To compare data in different categories

Circle graph
Circle graph
To organize data in numerical order
To organize data in numerical order

Bar graph
Bar graph
To Show change over time
To Show change over time

Stem
Stem

and
and

Leaf
Leaf
To compare parts to a whole
To compare parts to a whole

Line Plot
Line Plot
To count the number of events
To count the number of events

Bar Graph
Bar Graph
: Used when comparing various items or ideas.
: Used when comparing various items or ideas.

Histogram: Used to show frequency and compare items or
Histogram: Used to show frequency and compare items or
ideas; each bar represents an interval of values.
ideas; each bar represents an interval of values.

Line Graph
Line Graph
: Used to show change over time.
: Used to show change over time.

Pictograph
Pictograph
: Used to show frequency and compare items or
: Used to show frequency and compare items or
ideas.
ideas.

Circle Graph
Circle Graph
(or Pie Graph): Used to show parts or percentages
(or Pie Graph): Used to show parts or percentages
of a whole.
of a whole.

Box
Box
-
-
and
and
-
-
Whisker Plot: Used to show the range of values as
Whisker Plot: Used to show the range of values as
well as the median, quartiles, and outliers; five
well as the median, quartiles, and outliers; five
-
-
number
number
summary is another name for this representation.
summary is another name for this representation.
CONT
CONT

Line Plot
Line Plot
: Used to easily organize one group of
: Used to easily organize one group of
data.
data.

Scatterplot
Scatterplot
(or
(or
Scattergram
Scattergram
): Used to
): Used to
determine if a correlation exists between two
determine if a correlation exists between two
data sets, and how strong it is, also used to
data sets, and how strong it is, also used to
calculate line or curve of best fit.
calculate line or curve of best fit.

Stem
Stem
-
-
and
and
-
-
Leaf Plot
Leaf Plot
: Used to show frequency;
: Used to show frequency;
data is grouped according to place value,
data is grouped according to place value,
using the digit in the greatest place.
using the digit in the greatest place.
Chapter Twenty
Chapter Twenty
-
-
One
One
Conjoint Analysis
Conjoint Analysis

Conjoint analysis is a popular marketing

Conjoint analysis is a popular marketing
research technique that marketers use to
research technique that marketers use to
determine what features a new product
determine what features a new product
should have and how it should be priced.
should have and how it should be priced.
Conjoint analysis became popular because
Conjoint analysis became popular because
it was a far less expensive and more flexible
it was a far less expensive and more flexible
way to address these issues than concept
way to address these issues than concept
testing
testing

Conjoint Analysis
Conjoint Analysis
-
-
Is a term given to a
Is a term given to a
multi
multi
variate
variate
analytical tool that
analytical tool that
Considers J ointly the effect of the
Considers J ointly the effect of the
individual attributes of a product or a
individual attributes of a product or a
brand. This helps the marketer to
brand. This helps the marketer to
analyze the utility that each varied
analyze the utility that each varied
combinations of the attributes of the
combinations of the attributes of the
product is providing to the customer.
product is providing to the customer.

The basics of conjoint analysis are not hard to
The basics of conjoint analysis are not hard to
understand, A simple example is all that
understand, A simple example is all that

s required
s required

Suppose we want to market a new golf ball. We
Suppose we want to market a new golf ball. We
know from experience and from talking with
know from experience and from talking with

golfers that there are three important product
golfers that there are three important product
features:
features:

Average Driving Distance
Average Driving Distance

Average Ball Life
Average Ball Life

Price
Price

remaining from
remaining from
pdf
pdf

Adaptive (Hybrid) Conjoint Analysis (ACA)
Adaptive (Hybrid) Conjoint Analysis (ACA)
-
-
ACA
ACA
asks respondents to evaluate attribute levels directly,
asks respondents to evaluate attribute levels directly,
and then to assess the importance of each attribute,
and then to assess the importance of each attribute,
and finally to make paired comparisons between
and finally to make paired comparisons between
profile descriptions.
profile descriptions.

Choice Based Conjoint (CBC)
Choice Based Conjoint (CBC)
-
-
An alternative form
An alternative form
of conjoint analysis where the respondent
of conjoint analysis where the respondent

s task is
s task is
of
of
choosing a preferred profile similar to what he would
choosing a preferred profile similar to what he would
actually buy in the marketplace. CBC analysis lets
actually buy in the marketplace. CBC analysis lets
the researcher include a "None" option for
the researcher include a "None" option for
respondents, which might read "I wouldn't choose
respondents, which might read "I wouldn't choose
any of these."
any of these."
Types of Conjoint Analysis
Types of Conjoint Analysis

Traditional Conjoint
Traditional Conjoint

Full Profile
Full Profile

Partial Profile / Fractional Factorial Design
Partial Profile / Fractional Factorial Design

Paired Comparison
Paired Comparison

Self Explicated
Self Explicated

Adaptive Conjoint Analysis (ACA)

Adaptive Conjoint Analysis (ACA)

Choice Based Conjoint (CBC)

Choice Based Conjoint (CBC)