Data Visualization: Types of Charts PDF

Data Visualization: Types of Charts MKTG 351: MARKETING RESEARCH Many Possibilitie s of Charts! There are a multitude of charts that you can choose from when visualizing your data. It is important to select the chart based on what you would like it to show. To get you started with some options to...

Data Visualization: Types of Charts MKTG 351: MARKETING RESEARCH Many Possibilitie s of Charts! There are a multitude of charts that you can choose from when visualizing your data. It is important to select the chart based on what you would like it to show. To get you started with some options to think about, the following provides a summary description and a real example of some commonly used charts. REAL Chart: Pie Chart A pie chart represents the distribution or proportion of each data item over a total value (represented by the overall pie). It can only show one series of data. It should total to 100%. It tends to be more effective when plotting a limited number of categories (e.g., 2 – 5). REAL Chart: Doughnut Chart An alternative version of the pie chart. ◦ Instead of a filled circle (like the pie), the center is hollowed out (like a doughnut). Data must fulfill same requirements as pie. ◦ It can only show one series of data. ◦ It should total to 100%. Supposedly easier to interpret then pie charts. REAL Chart: Bar of Pie Chart An alternative version of the pie chart. Bar of Pie Chart provides a way to add additional categories to a pie chart without generating a pie chart too complex to read. Data must fulfill same requirements as pie. ◦ It can only show one series of data. / Total to 100%. Need to be careful to not add too many categories as it can get cluttered and confusing. REAL Chart: Bar Chart/Graph A bar chart presents data horizontally with rectangular bars with heights or lengths proportional to the values that they represent. ◦ A bar chart plotted vertically is called a column chart. It is good to compare several categories of data. Data can be values (raw or mean) or percentages. It works well when you have a large number of categories to compare. The choice between Bar & Column is often based on type of data and user preference. It may be worth creating both versions to see which displays your particular data better REAL Chart: Stacked Bar An alternative version of the bar chart. The stacked bar chart stacks bars that represent different groups on top of each other. ◦ It can be additive, where the height of the resulting bar shows the combined result of the groups. ◦ It can be percentage (shown), where the heights of the bars lets you see what percentage each group has out of 100%. Can also create a stacked column chart. REAL Chart: Column Chart/Graph A column chart presents data vertically with rectangular bars with heights or lengths proportional to the values that they represent. ◦ A column chart plotted horizontally is called a bar chart. It is good to compare several categories of data. Data can be values (raw or mean) or percentages. It works well when you want to compare a data series by sub-items/categories. ◦ A clustered column chart can be used to compare multiple categories within sub-items. The choice between Bar & Column is often based on type of data and user preference. It may be worth creating both versions to see which displays your particular data better REAL Chart: Clustered Column An alternative version of the column chart. Also, called a side by sided A clustered column displays more than one series of data in clustered (grouped) vertical columns. It is good for the quick comparison of multiple data series per category (i.e., within and across categories). Can also create a stacked bar chart. REAL Chart: Combo Chart A combination chart presents two or more chart types into a single chart. ◦ Often it is a column chart and a line chart Useful when: ◦ Comparing two categories of each individual sub-item – like target and actual results. ◦ Providing different types of data on the same chart that are conceptually related to the interpretation in the text (shown) Other Charts to Consider: