Managing Data and Using Graphics

Business Communication, 15eLehman and DuFrene

Chapter 11Lecture Slides

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Learning Objective 1Learning Objective 1

Communicate quantitative information Communicate quantitative information effectively.effectively.

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Communicating Communicating Quantitative InformationQuantitative Information

Classify, summarize, and condense Classify, summarize, and condense data into manageable sizedata into manageable size

Make information meaningful to Make information meaningful to audience — why should receiver careaudience — why should receiver care

Use common language or common Use common language or common denominators to reduce denominators to reduce difficult figuresdifficult figures

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Common LanguageCommon Language

Common languageCommon language reduces difficult reduces difficult figures to the “common denominators” of figures to the “common denominators” of language and ideas. language and ideas.

Examples: Fractions, ratios and Examples: Fractions, ratios and percentagespercentages

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Communicate ClearlyCommunicate Clearly

• Convert numbers to percentagesConvert numbers to percentages• Round off statistics to fractionsRound off statistics to fractions

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Learning Objective 2Learning Objective 2

Apply principles of effectiveness and Apply principles of effectiveness and ethical responsibilities in the construction ethical responsibilities in the construction

of graphic aids.of graphic aids.

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Using Graphics Effectively Using Graphics Effectively and Ethicallyand Ethically

Contribute to overall meaningContribute to overall meaning Reinforce and supplement written or Reinforce and supplement written or

spoken wordsspoken words Communicate ideas that cannot be Communicate ideas that cannot be

conveyed effectively in written formconveyed effectively in written form

Have a simple, effective design that Have a simple, effective design that is easy to understandis easy to understand

Depict information honestlyDepict information honestly

A graphic should . . .

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ChartjunkChartjunk

This term, coined by design expert This term, coined by design expert Edward Tufte, describes Edward Tufte, describes decorative distractions that bury decorative distractions that bury relevant data. relevant data.

Extreme use of color, complicated Extreme use of color, complicated symbols and art techniques, and symbols and art techniques, and unusual combinations of typefaces unusual combinations of typefaces reduce the impact of the material reduce the impact of the material presented.presented.

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Learning Objective 3Learning Objective 3

Select and design appropriate Select and design appropriate

and meaningful graphics.and meaningful graphics.

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Types of Graphic AidsTypes of Graphic Aids

Bar chartsLine charts

Pie charts

Maps

Flow charts

Tables

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Preparing Effective TablesPreparing Effective Tables

Number tables consecutivelyNumber tables consecutively

Use complete titles to clarify what is Use complete titles to clarify what is includedincluded

Label columns clearlyLabel columns clearly

Indent second line of row labelsIndent second line of row labels

Place superscript beside entry that Place superscript beside entry that needs explanatory noteneeds explanatory note

Document source of data with source Document source of data with source notenote

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Preparing Effective Line ChartsPreparing Effective Line Charts

Use vertical axis for amount and Use vertical axis for amount and horizontal axis for timehorizontal axis for time

Begin vertical axis at zeroBegin vertical axis at zero

Divide axes into equal Divide axes into equal incrementsincrements

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Effective Multiple Line ChartEffective Multiple Line Chart

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Preparing Effective Bar ChartsPreparing Effective Bar Charts Begin quantitative axis at zero, divide the Begin quantitative axis at zero, divide the

bars equally, and make them the same bars equally, and make them the same widthwidth

Position chronologicallyPosition chronologically Use color variations to distinguish among Use color variations to distinguish among

bars of different databars of different data Avoid 3D formattingAvoid 3D formatting Include complete info for Include complete info for

scale and bar labelsscale and bar labels3

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Ineffective Bar ChartIneffective Bar ChartProduction for Cutshall Enterprises

© 2009 Cengage Learning. All rights reserved.3

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Types of Bar ChartsTypes of Bar Charts

Grouped bar chart Grouped bar chart — used to — used to compare more than one quantitycompare more than one quantity

Segmented bar chart Segmented bar chart — used to — used to show how components contribute show how components contribute to a total figureto a total figure

Pictogram Pictogram — uses images to — uses images to illustrate numerical relationshipsillustrate numerical relationships

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Effective Bar Chart

Comparison of Employment Offersin the Southeast by City

Fiscal Year 2003

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3335

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52

0

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20

30

40

50

60

Memphis Birmingham Knoxville Atlanta Nashville

No. ofOffers

Comparison of Employment Offersin the Southeast by City

Fiscal Year 2008

27

3335

43

52

0

10

20

30

40

50

60

Memphis Birmingham Knoxville Atlanta Nashville

No. ofOffers

© 2009 Cengage Learning. All rights reserved.3

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Effective Grouped Bar ChartEffective Grouped Bar Chart

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Effective Segmented Bar ChartEffective Segmented Bar Chart

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Effective PictogramEffective Pictogram

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Preparing Effective Pie ChartsPreparing Effective Pie Charts

Position largest or most important Position largest or most important slice in 12 o’clock positionslice in 12 o’clock position

Label each slice and include info Label each slice and include info about quantitative sizeabout quantitative size

Draw attention to one or more slices Draw attention to one or more slices for desired emphasisfor desired emphasis

Avoid 3D formattingAvoid 3D formatting

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Ineffective Pie ChartIneffective Pie ChartPercentage of City Tax Dollars Spent

© 2009 Cengage Learning. All rights reserved.3

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Effective Pie ChartEffective Pie Chart

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Effective Pie ChartProfile of Online Customers By Age, 3rd Quarter, 2008

© 2009 Cengage Learning. All rights reserved.3

Over 604%

50-5911%

20-2929%

40-4915%

30-3941%

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Learning Objective 4Learning Objective 4

Integrate graphics within documents.Integrate graphics within documents.

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Using Graphics in TextUsing Graphics in Text

Introduce graphic, show it, then Introduce graphic, show it, then interpret and analyzeinterpret and analyze

When possible, position graphic When possible, position graphic immediately following text immediately following text introducing itintroducing it

Avoid only restating what graphic Avoid only restating what graphic shows; instead, interpret shows; instead, interpret based on audience based on audience interestinterest

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Incorporating text in graphicsIncorporating text in graphics

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Introduce ShowInterpret

and Analyze

The Pattern…

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When Labeling Graphics…When Labeling Graphics… Label each item as a “Figure” Label each item as a “Figure”

followed by a number; then followed by a number; then number the items consecutively.number the items consecutively.

Organizing tables, graphs, Organizing tables, graphs, maps, and even photographs is maps, and even photographs is easier and writing about the easier and writing about the illustrations will be more illustrations will be more effective.effective.4

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In Class AssignmentIn Class Assignment Prepare a table to show the Total Revenue Prepare a table to show the Total Revenue

Nashville Sports Connection earned from Nashville Sports Connection earned from membership fees for a fiscal period. Fees membership fees for a fiscal period. Fees were collected by type of membership; were collected by type of membership; single, $25; double, $40; family (3+ single, $25; double, $40; family (3+ members), $50; corporate, $22.50; senior, members), $50; corporate, $22.50; senior, $20.$20.

Nashville Sports Connection has 1,439 Nashville Sports Connection has 1,439 single memberships, 642 double, 543 single memberships, 642 double, 543 family, 3,465 corporate, and 786 senior family, 3,465 corporate, and 786 senior memberships.memberships.

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In Class Assignment ResultsIn Class Assignment Results